Call me naive, but I don't see the NHL ever going full-European style hockey jerseys in regards to ads. The NBA has started to do ads on their jerseys. Correct me if I'm wrong, lots of soccer/football leagues have ads on their jerseys. Neither of them have gone overboard with full head-to-toe ad placements. So I don't get why jerseys from a Swiss hockey league are typically seen as the standard for this. When the game is actually going on I really don't think you even notice this kind of stuff. Especially when the players are surrounded by ads on the ice/boards/stands anyway. So a big ol' meh here, at least from me.