In an announced effort to recoup lost profits from the COVID-19 pandemic, the Red Wings announced that they would become the sixth team to use corporate advertising on their helmets ahead of the 2021 season.
According to the team’s website, the organization struck a deal with United Wholesale Mortgage for the upcoming campaign which will feature a pretty large UWM logo on the side of the home and road helmets in the place where the usual Red Wings Wordmark would go. The deal also includes on-ice advertisements as well as other various ads around Little Caesars Arena.
“We are excited to welcome UWM as the official mortgage partner of the Detroit Red Wings, and for this innovative, Michigan-based business to be the first-ever featured partner on our iconic red and white helmets,” said Chris Granger, Group President, Sports & Entertainment, Ilitch Holdings, Inc. “It’s a pleasure to work with UWM and we look forward to partnering with them for years to come.”
“Our decision to partner with, and become the exclusive mortgage provider for the Detroit Red Wings was easy,” said Sarah DeCiantis, Chief Marketing Officer at UWM. “As the No. 1 wholesale mortgage lender in the nation, our goal at UWM is to increase awareness around the benefits of working with independent mortgage brokers. Borrowers who do so, receive a customized experience and mortgage that is cheaper, faster and easier than going anywhere else. This partnership will allow us to further build this awareness as well as highlight UWM as a best place to work locally. We’re excited to see what we will accomplish alongside the Detroit Red Wings.”
NHL.com
The Red Wings are the first original six team to deploy this revenue tactic but join the Florida Panthers, Nashville Predators, Washington Capitals, New Jersey Devils, and Winnipeg Jets to add helmet decals for the upcoming season. Last year, the NHL gave teams the green light to add sponsors to their helmets after going through most of the 2019-2020 season with zero fans in attendance.
