Why cant we make design our own masks in the NHL game itself? You have the rights to the logos and you dont need anything else that requires trademarks to make your own mask. You have royalty free letters and numbers and shapes and colors. Squares, circles, lines, arrows, triangles and have shapes of cars, planes, trains, boats, and structures like buildings and bridges, houses. You can have animals, that dont require EA to purchase.
If you are worried about offensive designs, then only have them in BAP to start with so no one else can be offended. Then hold a community competition by people to come up with new goalie masks designs that were created by using the goalie mask creator and then upload them to the forums where you pre approve non offensive designs and then the community or EA picks the top 2 or 3 designs per team that can be added to an update and be used by other players for use in other game modes. Just be clear by uploading a mask design gives EA the right to approve and disapprove any design in other modes and are royalty free, but give credit to those who designed it.
Everyone wins. I remember there was a creator like that used in a Call of Duty game where one could design their logo, It was so much fun creating your own, but seeing what others came up with. I think the community would like that.