Priority Waste: Official Environmental Service Provider of the Detroit Red Wings

As part of the partnership, coordinated sustainability programs between Priority and the venues operated by Ilitch Sports and Entertainment will be established.

"We are excited for this new partnership with Priority, and for their brand to be featured on the Red Wings jerseys," said Ryan Gustafson, Ilitch Sports and Entertainment executive vice president and chief operating officer, in a statement. "Priority serves many of the communities in which our fans reside and is dedicated to enhancing environmental sustainability through data and technology. We look forward to partnering with them at our venues for years to come."

The patch is white on the home red jerseys and red on the road whites. The Wings are the fourth Original Six team to go the in-game jersey patch route (joining the Bruins, Canadiens and Maple Leafs). Seventeen NHL teams had in-game jersey advertisements beginning the season.

"We are thrilled to enter into this partnership with Ilitch Sports and Entertainment and the Detroit Red Wings," said Todd Stamper, Priority founder and chief executive officer. "We have built the culture of our young company through many of the same ideals that the Red Wings have represented throughout their history, including a strong work ethic, a passion for serving Michiganders and a championship vision. I appreciate the opportunity that the Ilitch family has provided us to be associated with such a tremendous organization."