The Arizona Coyotes became the first team in the NHL to have a Native American tribe as a jersey sponsor, along with Gila River Resorts & Casinos. [Image: Shutterstock.com]
Branding home shirts
The Arizona Coyotes helped create a new chapter in NHL history by signing the Native American tribal jersey’s first sponsor.
the first in which teams are allowed to advertise betting sponsors on jerseys
The Gila River Indian Community, which previously sponsored the team in their old arena, will be flashing Gila River Resorts & Casinos patches on the team’s home kits next season, the first in which teams will be allowed to advertise gambling sponsors on jerseys. However, NHL rules also prohibit teams from promoting betting sponsors in street uniforms.
The tribe will also be the “presenting sponsor” for the Coyotes and will host engagement activities around Arizona State University, where the team will play next season. The Coyotes are still looking for a sponsor for their road jerseys.
Arizona Coyotes make history
At first glance, the new deal represents a step forward in diversity. However, the Coyotes’ buyers view the team’s partnership with the tribe as “more than a brand sponsorship.”
embrace every aspect of our community.”
“I made it very clear that the three pillars of our business plan are impact, inclusion and innovation,” said Coyotes President and CEO Xavier A. Gutierrez. “Not just by bringing different voices to our organization, but by embracing every aspect of our community.”
The Coyotes were also sponsored by the Gila River Indian Community during their stay in Glendale. The city chose to terminate the team’s 18-year lease after last season ended, naming the venue the Desert Diamond Arena in August.
Despite the transition, Gutierrez is excited to continue working with the Gila River Indian Community. He believes that naming the tribe as the team’s shirt sponsor will help make more profit.
“They are going to be a bigger revenue partner for us this year than before,” says Gutierrez. “In terms of the overall package, they have increased their spending. We have a permanent partner who believes in what we do, who believes in the club and believes in the temporary, intimate venue where we play. They see it and understand it.”
Find a home
The Coyotes will play for at least three years in a multi-purpose facility on the Arizona state campus. Ultimately, the team hopes to build a new arena on the city’s grounds in Tempe.
the facility holds about 10,000 fewer fans than the previous stomping ground
Mullett Arena, named after a major sponsor of the Sun Devils program, will accommodate 4,800-5,000 people for the upcoming games. Unfortunately for fans of the team, the facility can hold about 10,000 fewer fans than the previous stomping ground in Glendale.
While the Coyotes may not know where they will play five years from now, they are still helping to advance the profile of sports betting, just like the Arizona Cardinals. Earlier this year, the Cardinals held a ribbon-cutting ceremony for the opening of the league’s first in-stage retail sportsbook sponsored by BetMGM.
The Coyotes begin their season on October 13 with a matchup against the Pittsburgh Penguins. After touring the East Coast, they will play their first home game against the Winnipeg Jets on October 28.
This post Coyotes Sign NHL’s First Native American Jersey Sponsor
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