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SponsorUnited's NHL Report Mentioned In ESPN

September 13, 2023

As reported by ESPN, the NHL is considering changes to its digitally enhanced dasherboards (DED) after facing fan criticisms during their inaugural season. DED technology enables the digital replacement of camera-visible arena ads during broadcasts with advertisers purchasing 30–second slots based on the game clock. Some fans expressed concerns about technical glitches, disruptive artificiality, and occasional disorientation caused by moving advertisements.

Keith Wachtel, the NHL's Chief Business Officer, acknowledged these critiques but mentioned that the league believes most viewers have grown comfortable with the digital ad boards. The NHL made minor adjustments to improve the viewing experience during the 2022–23 season, including changes in brightness and motion-blurring of the ads. Despite occasional complaints, the league sees the DED system as a significant enhancement compared to traditional static ads.

One notable development is the impressive increase in sponsorship revenue, as reported within our NHL 2022–23 Report which was released this past June. The report revealed a 21% year-over-year increase in NHL sponsorship revenue, with 700 unique brands including DED in the partnership asset mix. The league's success in this aspect and the positive reception from many viewers suggest that the NHL is likely to continue refining the DED system, aiming to enhance the overall viewing experience while maximizing sponsorship opportunities.

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