Olympic and World Champion figure skater calls out NHL over virtual rink board ads

It seems the NHL is receiving some celebrity backlash against a new advertising feature being used in the 2022-23 season. The new virtual ads change constantly during NHL games, and are often noted as a major distraction to those watching. Kristi Yamaguchi, who's spent plenty of time at ice rinks throughout her storied figure skating career, is among those who believe the NHL is on the wrong track with this change.

"@NHL, it's so distracting when the boards are changing and moving during a game. Especially on TV," said Yamaguchi on Twitter. "It's hard as it is to keep track of the puck, this does not help your sport? At least freeze the boards when play is in offensive zone."

Yamaguchi is echoing what many fans of the NHL have been saying since the new boards started being used. The league is attempting to maximize profit, which is understandable for any business. However, it should not come at the expense of the viewing experience for fans.

If anyone is wondering whether the backlash against the virtual ads is changing the mind of NHL Commissioner Gary Bettman, the answer is no. He recently called it a "non-issue" and said polling by the league shows most fans consider it to be better than having numerous logos on the dasher boards at once.

"It's working extraordinarily well," said Bettman in mid-December.

Yamaguchi is a two-time World Champion in figure skating, as well as an Olympic gold medalist.

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