I'm not saying it's political speech, I even mentioned commercial speech in there as well. I'm just saying that in a professional sports setting, it should be about the game, not whatever social, political, or economic issue the player is interested in.

No more mention of the player's wives and children

Agreed. I don't see any reason for a player to have their wife or children displayed on their sticks or anywhere on their uniform while playing. If there's a section for a bio somewhere (like when they're being announced coming onto the ice), it could mention their support for LGBT issues or their family life or whatever. They'd get a small blurb that can say whatever they want, perhaps audited for hate speech or commercial ads that are in conflict with whoever is advertising for that game.

But I don't really see any reason for players to be advertising anything on their sticks or jerseys while playing. Whether a player is LGBT or supports LGBT issues should have no bearing on how they play the game.

I didn't say it's political, I just said it distracts from the game.

I can maybe see it being allowed if all players have the same marking (e.g. an LGBT awareness week), but if each player can have something different, then that needs to be policed, which means someone needs to decide what is allowed and what isn't. Any time that happens, you get stupid issues like this where they'll allow one form of speech and disallow another, and the whole thing gets political.

So instead of making a list of things that are allowed, just have a policy of no speech on uniforms and sticks. That's simple and keeps focus on the game instead of whatever cause a player believes in.