The Penguins will have a new patch on their uniforms next season.
In a multi-year agreement, the Penguins will wear a Highmark Blue Cross Blue Shield patch on their black home jerseys beginning in 2022-23.
Highmark will be the first ever partner for the Penguins as the NHL begins its jersey advertising program.
The patch will be worn during all pre-season, regular season and postseason home games.
“As a founding partner of the Penguins, Highmark has been a part of our success both on the ice and in the community,” said David Morehouse, president and CEO of the team. “Stitching the Highmark logo to our home jerseys is a testament to our long-term partnership and an opportunity to showcase this Pittsburgh brand to millions of viewers and social media followers across the world – and especially our fans in attendance at home games at PPG Paints Arena.”
The NHL will permit each team to have two advertising patches, one on their home jersey and one of their away jersey.
The Penguins will announce their road jersey partner in the future.
The NHL already permits teams to have an advertiser on their home and away helmets.
The NHL joins the NBA, WNBA and MLS as American sporting organizations that allow some sort of advertising on its uniforms.