I know that they have to do it, as another party just paid them to display their logo, but teams trying to act like a sponsorship on a jersey or helmet or whatever is a big deal will never not be cringey.
I swear, if I win the powerball, I'm going to drop a million or two bucks on the Blackhawks and just have my name on their helmet or something. Or heck, if I were Roger Goodell I'd offer the NHL a few dozen million and make the NFL the official jersey sponsor of the NHL. You know there's a price where that flex would be financially attractive for the NHL while being a rounding error for the NFL.