I see the outrage on Twitter over this and it seems so stupid. We have so many things sponsored. Foxwoods Final Five. Papa Johns things. Etc. For the divisions, anything "official" during broadcasts--graphics, prepared statement, all that--will mention the names but in casual conversation no one is going to say the name. Sam and Joe aren't going to pause to make sure they're saying the proper sponsor every time they mention the Northeast Division. It's silly. I know some people don't like the corporatization and I understand that, but this is no big deal. And it comes at a time when the NHL is hurting for revenue, so it's fine by me.
Entire leagues and teams in the rest of the world have sponsors in their names. It is such a minor thing to name the divisions, and it's probably a temporary thing anyway while the league looks to make up for revenue shortfalls.