I really hope the nickname “Bell ends” catches on.Have only seen the highlights of one game, (TOR vs MTL... yaaaa!!!) so I can't comment if any team other than the Habs are doing this, but the "Bell" ad on their helmets... BARF!!!
I totally get this if it's just this season to off-set the loss of ticket sales. Full support, way to think outside the box to generate revenue.
But, I doubt it. It will look like the Spangler Cup soon.
EDIT: I did a little digging. I did not notice the "Scotia" logo on the Leafs helmets in the highlights I watched, but they are apparently there. NHL hopes to raise $15M with the ads this year.