The Bruins retired Phil Esposito’s number nearly 35 years ago, on Dec. 3, 1987, ensuring that no Bruin would ever again wear No. 7.
Wait, check that — it turns out that every Bruin will wear No. 7 this season, thanks to the team selling ad space on its jersey to a cybersecurity firm called Rapid7. It’s the latest example of how uni advertising ruins, well, everything.
There are lots of company and brand names that include numbers, of course — 3M, Forever21, Six Flags, Four Seasons, WD40, and so on. But have we ever seen one of them become a uni advertiser in a way that conflicts with a team’s retired number? Hmmmmm.
The Bruins are the 11th NHL team to announce a uniform advertiser for the coming season. The other 10 teams to have done so are the Blue Jackets, Blues, Canadiens, Capitals, Coyotes, Golden Knights, Jets, Maple Leafs, Penguins, and Wild. A league exec has said that he expects about half of the league’s 32 teams to go with uni ads this season.
(My thanks to @YAMANSDOOD for pointing out the Espo conflict to me.)