Littered, sure, but without the advertising, there would be no professional hockey leagues in Europe. (Maybe in Russia where the setup seems to be a little different, with large companies practically owning the teams).
But in a city like Jönköping, the match factory is all but gone, and even with IKEA's logistics center in the area, the money has to come from smaller companies. Less, but from more companies.
How many? Well, this is what the "sign" listing all their corporate partners looks like outside the Kinnarps Arena in Jönköping, the home of HV71, reigning Swedish champions:
