This is Gregg Pilling as a member of the Buffalo Bisons in the mid-60s. Pilling is a former Edmonton Oil King who went on to play pro hockey (Central League, AHL) over several seasons before retiring.
The Bisons got that crazy logo because the family who owned the Pepsi plant in Buffalo (Ruby, Al and Sam Pastor) decided to buy the AHL team to promote their product. A year after buying the plant they purchased the Bisons and made the logo a red, white and blue Pepsi cap.
The American Hockey League balked at first, citing precedent (they had previously refused to allow the team in Hershey to be called the “Hershey Bars” to associate the team with Hershey’s chocolate).
The Pastor family prevailed and in fact appear to have run an otherwise successful franchise for many seasons.