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Hockey players in Europe are also covered in advertising (on helmets, jerseys, and of course the boards and ice). It's bound to cross over to North America in every major sport. It wouldn't bother me; it's more money to the teams for a product placement that I don't care about.
On the other hand, I'm not a 12 kid who might (will) be influenced by watching their sports idols wear product logos when they perform.
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"If you cannot lift the load off another's back, do not walk away. Try to lighten it."
~ Frank Tyger
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