Ads on NHL Jerseys May Irk Fans, Business Prof Writes in Globe and Mail

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Prof. Timothy Dewhirst

Prof. Timothy Dewhirst

Prof. Timothy Dewhirst, Marketing and Consumer Studies, wrote an op-ed column in the Globe and Mail Sept. 17. The column discussed how ad space was sold on jerseys at this year’s World Cup of Hockey, potentially as a precursor for selling ads on NHL jerseys. Dewhirst said problems could arise for athletes sponsored individually by competing brands, and that polls show many fans show strongly reject jersey ads. He studies sports and sponsorship-linked marketing, brand strategy and market segmentation.