Mar 6, 2012, 8:50 AM EDT
It’s common in Europe — when you picture a Manchester United jersey you picture the AON on the chest. Same with any soccer or basketball team, the sponsors’ name where we expect to see the team name is expected.
What about ads on NBA jerseys? Patches somewhere promoting whatever company shelled out the bucks?
The NBA owners are going to discuss it at their next meeting, according to the Sports Business Journal (via Sporting News).
It’s a touchy topic, one that involves balancing some of the most influential league constituencies and addressing some thorny questions: Would uniform patches be league or team inventory? Will NBA broadcasters TNT and ESPN/ABC, or even uniform rights holder Adidas, want a piece of the action? Would the league take a PR hit as the first to accept non-endemic ads on uniforms?
Of course, the most important issue is also the most basic. “The most appropriate question and the answer we’re all waiting for is, ‘What is it worth?’” said Golden State Warriors president and COO Rick Welts, who did the WNBA’s first uniform advertising deal between the Phoenix Mercury and LifeLock in 2009. “I am not suggesting this is an easy issue, but I feel like it is inevitable. We just have to agree on value and what it would look like.”
One study last year said if you replaced a team name with an advertiser on a jersey it would be worth $31 million in exposure — and that was a conservative estimate that didn’t think about things like ESPN and other shows putting together nightly highlight packages. That’s a lot of money. It’s already been done on practice jerseys used only on a practice court at a training facility by a couple NBA teams (Suns for one).
What about something as simple as Adidas — the league’s uniform maker — moving its logo into a prominent place on the jersey (the name is not on the jersey now)?
My feeling is this is coming — first with a patch for a company with a recognizable logo. For example, the league sells the rights to McDonalds to put a patch with it’s arches on every jersey, then that money is distributed to teams. Just a guess, but I could see that coming in the next few years. I don’t have to like it, but it feels inevitable.
Jul 28, 2015, 5:46 PM EDT
He’ll be back this fall.
Jul 28, 2015, 5:05 PM EDT
The Lakers and Knicks don’t make a ton of sense for him.
Jul 28, 2015, 4:15 PM EDT
He’s been sober four years, which is most important.
Jul 28, 2015, 3:29 PM EDT
With more number retirements in Boston on the way in a few years.
Jul 28, 2015, 2:46 PM EDT
Did Michael Jordan hijack the draft process in Charlotte again?
Jul 28, 2015, 1:54 PM EDT
Walker is expected to sign the bill to allocate funds for a new arena.
Jul 28, 2015, 1:43 PM EDT
Batum will be a free agent next summer.
Jul 28, 2015, 1:32 PM EDT
The Nets added solid role players in addition to re-signing Brook Lopez and Thaddeus Young.
Jul 28, 2015, 1:20 PM EDT
Udoh played five seasons with the Warriors, Bucks and Clippers.
Jul 28, 2015, 12:59 PM EDT
Barnes hasn’t forgotten Ibaka’s altercations with Blake Griffin.
Jul 28, 2015, 12:54 PM EDT
Garnett came out to Summer League practices to work with Towns.
Jul 28, 2015, 8:30 AM EDT
The man made some plays.
Jul 28, 2015, 8:00 AM EDT
Mason Plumlee with a money gun shooting $100s.
Jul 28, 2015, 12:40 AM EDT
Ennis will get the chance to prove his case in training camp.
Jul 27, 2015, 11:00 PM EDT
Larry Brown said the condition had Popovich thinking about retirement.
Jul 27, 2015, 10:01 PM EDT
Well, you don’t see that every day.
Jul 27, 2015, 9:00 PM EDT
Wasn’t this obvious already?
Jul 27, 2015, 7:59 PM EDT
It could work — in very limited circumstances.
Jul 27, 2015, 6:59 PM EDT
Bird also says Jordan would destroy him one-on-one right now.
Jul 27, 2015, 6:32 PM EDT
James Ennis seems on the bubble with Miami.
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