Chicago Blackhawks look odd partnering with key Detroit Red Wings sponsor

The National Hockey League made the decision to enable teams to place advertisements on player helmets last season as a way of generating more revenue to make up for the games and fan attendance lost thanks to the COVID-19 pandemic. 

For the Detroit Red Wings, last year's helmet sponsor was United Wholesale Mortgage, and this year, it's Meijer. However, fans will do a double take when they see which company is sponsoring their former Western Conference rival Chicago Blackhawks.

It's none other than Belle Tire, which has been a key sponsor for not only the Red Wings but the Detroit Tigers for decades now. 

"Hockey is part of Belle Tire's DNA, and we are extremely excited to partner with the Chicago Blackhawks and their fans to support the game we love so much," said Belle Tire President Don Barnes, III. "Belle Tire and the Chicago Blackhawks are family-owned businesses with long traditions of supporting our local communities. As Belle Tire approaches its 100th anniversary we are thrilled to partner with an organization that is a local icon but also is part of the cultural fabric of the Chicagoland community. Belle Tire commits to all our neighbors throughout Chicagoland that we will get you back on the road fast and affordably starting with our commitment to the Lowest Tire Price, Period!"

The tire retailer plans on expanding into Illinois in the near future.