In parenthood, our primary concern will be raising our children properly, from ensuring their happiness and well-being to familiarizing them with the colours of division rivals. The proudest occasion of any sport-loving parent will be the purchase of his or her child’s first jersey.

Picture the joy on their faces upon unboxing the iconic Bruins spoked-B or the classic Celtics’ green. Then picture the desolation on yours as they happily point to the horrid ads surrounding the team’s emblazoned logo. Sadly, this will be reality of North American sports in the near future.

The never-ending quest to increase revenue streams is now targeting the very aspect sports fans love and cherish the most—the jersey. Is there no end to this madness?

Europeans are already accustomed to jersey advertisements. The biggest soccer clubs in the world have large prints of company logos adorning the front of their jerseys. The situation is even worse in European hockey, where players look like Jimmie Johnson’s racecar.

Luckily, the trend has not yet caught on in any major North American sports. Particular care and thought have always gone into designing the jerseys of these leagues. Remakes and alternative styles are constantly introduced, and radical models ultimately fade away, replaced by those that manage to preserve a sense of tradition.

Nevertheless, change is inevitable and necessary in sporting gear. Hockey, for example, has benefitted greatly from the implementation of protective gear and high-performance equipment. Even jerseys have been subject to technological advancements. While original garments used wool and cotton, players today have the added advantage of micro-fiber material, which keeps them dry by wicking sweat away to the surface. To a certain extent, this keeps the player more comfortable and, hopefully, allows for a certain degree of performance improvement. However, beyond these small technological benefits, the jersey has remained true to tradition and replicas have continued to sell.

While sports merchandise already represents a steady and important source of income, leagues see no harm in exploring all avenues to bolster profits. And when this could lead to an additional $100 million in revenue—the amount earned by the English Premier League in 2010—their eagerness in pursuing such a path is understandable.

According to a report by Sports Illustrated, the NBA plans to introduce jersey ads at the beginning of the 2013-2014 season. Considering the NBA is an industry of entertainment with internatinal access, it would be foolish not to pursue these changes. Where fans see tradition violated, owners see new, lucrative traditions. Where fans see a fashion faux-pas, owners see fashion statements; and where fans see selling out, owners see adapting to changing times.

Admittedly, the NHL and other North American leagues could benefit by following in the NBA’s footsteps. Isn’t the current lockout mainly hinged upon a dispute in revenue sharing? A nine-figure increase in profits would go a long way in settling their differences. These advertisements would allow for an astronomical margin of profit once the cost of stitching on the patches is deducted. The owners win, the players are satisfied, and the fans get their beloved sport back.

Although I dislike the idea, I am more than willing to give it a chance for the sake of the growth and improvement of the games that I love. Who knows, perhaps the ad placements won’t be as bad as originally perceived. It all boils down to a question of tradition, but what are modern day professional sports but corporate versions of these once unprofitable pastimes? Fans still hold considerable leverage, as seen in the recent events surrounding the replacement referees in the NFL. As clients of the leagues, if we value tradition, we should voice such an opinion and reshape the outcome to our liking. The final product will ultimately depend on fan approval.