According to the Toronto Star, a group of players is urging the NHL to permit advertising on goaltenders’ jerseys to generate additional revenue for the league.

Now a group of influential NHL players that includes New Jersey’s Martin Brodeur, Dallas’s Marty Turco, Detroit’s Dominik Hasek and Edmonton’s Dwayne Roloson want the league’s – and inevitably the Leafs’ – uniforms altered again. In what would be a radical overhaul that might incite hockey traditionalists but surely gratify some of the league’s cash-strapped owners, several NHL goalies have asked the league and its players union to consider starting a so-called Goaltender’s Club. Revenue-generating initiatives for the club could include placing a corporate logo on the jerseys of the league’s 60-odd goalies.

After reading the story, this idea doesn’t bother me as much as I expected it would. It’s common already in Europe, though I’d hate to see the patchwork quilt of logos that jerseys there (and NASCAR uniforms) showcase. One or two small logos might be tolerable, if the advertising really stays limited to goalies, and the league could sure use the money: The Star attributes much of the NHL’s increased revenues to a stronger Canadian dollar and ticket-price hikes.

The article names the Preds, the Atlanta Thrashers and the Phoenix Coyotes as teams that are “hemorrhaging money.” I’d deal with Chris Mason shilling for Dell and Nissan if it meant his jersey still said Nashville (instead of another market) somewhere on it.