How about this, for the ASG, two companies will get to sponsor the two teams and have full uniforms with their logos and colors on them. For example, there could be Team Gatorade vs Team Honda (just picking two from the list of NHL league sponsors - http://www.nhl.com/ice/page.htm?id=75916 ) It would be advertising without ads, if that makes sense, and it would only be for the ASG.