Controversial Rule Change Allows NHL Stars, Including Leafs Captain Auston Matthews, to Really Cash In

NHL insider Frank Seravalli dropped some juicy nuggets of information earlier this afternoon that will have grand implications to the 2025-26 season, including a playoff salary cap that will be immediately implemented.

However, another change that was noted, which will have a major effect for stars in the NHL like Toronto Maple Leafs captain Auston Matthews, is that they will now have the ability to endorse alcoholic products like wines and spirits.

The NHL prohibited their players from previously endorsing alcoholic products as per the collective bargaining agreements, however it looks like they've had a change of mind, and it's something that will definitely help promote the game further.

Matthews alongside Connor McDavid, Alexander Ovechkin, and Sidney Crosby are some of the highest earners in the league when it comes to endorsement deals. Matthews, for example has partnerships with brands like Nike, RBC, and Uber, whereas McDavid has deals with BetMGM, Body Armour, and Rogers Communications.

Giving the biggest names in hockey the ability to endorse alcoholic brands will not only help their national and global images, as well as their purses, but it will bring a lot more profit and revenue to the NHL.

The NHL was stuck in a bit of rut after COVID-19 cancelled and then shortened their 2019-20 and 2020-21 seasons. The salary cap was stagnant and stuck to $81.5 million for quite some time before slowly jumping after they became more profitable.

The next 3 seasons we will see a massive jump to a point where the cap is projected to sit at around $113.5 million in 2027-28. Opening up to more profitable avenues will only help the league moving forward and it will give their star players the ability to earn a lot more money and get closer to some of the other North American leagues.

A dress code change is also expected to be implemented this season.