NHL exec confirms on-jersey ads at World Cup
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Jersey ads are coming to the World Cup of Hockey.
While speaking at the Brand Engagement Summit in Chicago, NHL chief marketing officer Brian Jennings said the league has sold sponsorships on the shoulders of the jerseys, according to Sports Business Daily.
Related: NHL reveals 2016 World Cup jerseys
The NHL sees the World Cup as a test run for jersey ads, and plans to monitor how fans react to the new patches.
"With the use of technology, you're in a real-time dialogue that lets you know what they think and feel about it," Jennings said.
There's no word on who bought the jersey ads, or how much the sponsorships cost. Last year, TSN reported the league was seeking $8 million for the ad space.