Bettman's Digital board ads embarrassingly fail during last nights hawks game

Despite encountering "a number of technological problems" along the road, the National Hockey League informed CBC News that it is "pleased with the integration" of the new touched up dasherboards (DEDs).

But if some of the strong views on social media are any indicator, the league might not be getting the type of attention it wants from DEDs.

Michael Naraine, an associate professor of sport management at Brock University in St. Catharines, Ont., said he believes these types of ads are here to stay.

"Coming out of COVID, sport organizations are looking for new revenue streams to diversify, and so dynamic ads aren't going anywhere any time soon (just like helmet decals and sweater patches)," Naraine said via email.

Being able to rotate more ads through the same space creates the opportunity to generate more revenue, he said, adding that the impetus to use them will become stronger as the technology improves and bugs are worked out.

Ahh, more revenue, almost as if the NHL does not generate enough as it is? Check out this eye soaring play from last nights Blackhawks vs LA Kings game where the boards somehow make two hockey players disappear.