NHL Fans Ruthlessly Mock Coyotes Over Decision To Let Goodwill Sponsor Helmet Ads

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Every professional sports franchise hits a rough patch every now and then, and it’s hard to think of any member of the leagues that comprise North America’s “Big Four” that’s currently down as bad as the Arizona Coyotes.

The Coyotes are far and away the least valuable franchise in the NHL, and the team that’s only appeared in the playoffs a single time over the course of the previous decade has grappled with plenty of issues on and off of the ice—including the financial headache that forced them to relocate to the Mullett Arena, the 5,000-seat barn they’ll spend the next few years sharing with Arizona State University’s hockey team.

Prior to the season, a report suggested players on the Arizona roster are understandably less than thrilled with the accommodations at the rink, and while the team is currently constructing an annex to provide some slightly more attractive amenities, it also drew plenty of mockery over the lackluster visiting locker room it put together in an adjoining practice rink as it continues to work out the kinks.

Now, the ‘Yotes have once again found themselves making headlines for all of the wrong reasons courtesy of their ill-advised decision to link up with what is possibly the worst sponsor imaginable from an optics standpoint.

NHL fans predictably dunked on the Coyotes for partnering with Goodwill for their helmet ads

The Coyotes need all the help that they can get on the financial front, so it makes sense that they’d jump at the opportunity to have a brand pay to sponsor the helmet ads that started rolling out across the NHL at the start of the 2020 campaign.

Anyone who’s familiar with Goodwill knows the thrift store chain is a fantastic nonprofit that employs hundreds of thousands of Americans and provides an invaluable lifeline to plenty of people and families who can take full advantage of the low prices they offer on clothing and other secondhand goods (as well as serving as a prime destination for bargain hunters in search of a steal).

With that said, it’s hard to think of many other companies the Coyotes could’ve willingly partnered with considering the current state of the franchise, but that didn’t prevent Arizona from deciding to link up with Goodwill for the helmet ads they’ll be sporting for the remainder of the season.

In the press release announcing the partnership, the Coyotes revealed they’ll be giving fans at Mullet Arena the option to “Round Up At The Register” to help generate funds for Goodwill, so while the team’s intentions may be admirable, plenty of NHL fans couldn’t stop themselves from making the jokes the ‘Yotes had to see coming when this came together.

You can’t make this stuff up.

Connor O'Toole avatar
Connor Toole is the Deputy Editor at BroBible. He is a New England native who went to Boston College and currently resides in Brooklyn, NY. Frequently described as "freakishly tall," he once used his 6'10" frame to sneak in the NBA Draft and convince people he was a member of the Utah Jazz.