Skip to content

NBA owners to discuss ads on jerseys at next meeting

Mar 6, 2012, 8:50 AM EST

WNBA Sue Bird Ad jersey

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.

Latest Posts
  1. Bulls pay tribute to Luol Deng in United Center return (VIDEO)

    Jan 25, 2015, 5:30 PM EST

    Miami Heat v Sacramento Kings Miami Heat v Sacramento Kings

    Deng played his first game in Chicago as a member of a visiting team on Sunday.

  2. Pistons’ Brandon Jennings tweets he will be out 6-9 months

    Jan 25, 2015, 2:44 PM EST

    Brandon Jennings Brandon Jennings

    He would be back for training camp next season.

  3. Knicks’ Lance Thomas travels, double dribbles and steps out of bounds without any call from the officials (VIDEO)

    Jan 25, 2015, 12:30 PM EST

    Miami Heat v New York Knicks Miami Heat v New York Knicks

    Two referees failed to blow the whistle, despite multiple violations occurring in the same sequence.

  4. J.J. Redick, Andre Drummond latest to receive flopping warnings (VIDEO)

    Jan 25, 2015, 11:00 AM EST

    J.J. Redick AP

    Both players successfully tricked the referees into calling a foul.

  5. Paul Pierce hits 2,000th three pointer of career (VIDEO)

    Jan 25, 2015, 9:30 AM EST

    Washington Wizards v Portland Trail Blazers Getty Images

    He’s just 23 behind Jason Terry for third most on the All-Time list.

  6. LaMarcus Aldridge looks good with 26 points, 9 rebounds playing with bad thumb

    Jan 25, 2015, 8:00 AM EST

    LaMarcus Aldridge, Nene AP

    He hd 26 points and 9 boards. That brace worked out pretty well.

  7. Brandon Jennings leaves game in wheelchair, may have torn Achilles

    Jan 25, 2015, 1:01 AM EST

    Brandon Jennings Brandon Jennings

    Can we just get through the rest of this season without any more major NBA injuries, please?

  8. Report: Celtics may keep Tayshaun Prince if he’s not traded by the deadline

    Jan 24, 2015, 11:00 PM EST

    Boston Celtics v Portland Trail Blazers Getty Images

    Brad Stevens reportedly likes Prince, so a buyout may not be in the cards.

  9. Derek Fisher didn’t realize motivating his players would be such a big part of being an NBA head coach

    Jan 24, 2015, 9:30 PM EST

    Derek Fisher AP

    Fisher played 18 years, and claims that his motivation always came from within.

  10. After being fined for obscene gesture, Dwyane Wade asks NBA to improve on ways it protects players from fans

    Jan 24, 2015, 8:00 PM EST

    Dwyane Wade AP

    Wade was fined for flipping off some fans who he believed crossed the line.

  11. Dwight Howard leaves arena in walking boot after suffering ankle injury against Suns

    Jan 24, 2015, 5:00 PM EST

    Dwight Howard AP

    Howard left the game after just eight minutes and did not return.

  12. LaMarcus Aldridge decides to delay surgery, will return for Blazers Saturday vs. Wizards

    Jan 24, 2015, 3:17 PM EST

    Sacramento Kings v Portland Trail Blazers Getty Images

    Aldridge has a tear in his left thumb, and was originally set to be sidelined 6-8 weeks.

  13. Report: Cavaliers players say they ‘had lost faith’ due to lack of depth and roster construction

    Jan 24, 2015, 11:00 AM EST

    Cleveland Cavaliers v Golden State Warriors Getty Images

    Before recent trades, players believed the team would go no further than the second round of the playoffs.

  14. James Harden hits step-back game winner to beat Suns (VIDEO)

    Jan 24, 2015, 8:00 AM EST

    James Harden, Isaiah Thomas AP

    That is as good a step-back jumper as you will see.

Featured video

Stephen Curry leads NBA MVP race mid-season
Top 10 NBA Player Searches
  1. K. Bryant (8435)
  2. L. Aldridge (8021)
  3. D. Wade (7852)
  4. A. Davis (6854)
  5. J. Noah (6779)
  1. H. Whiteside (6754)
  2. R. Rubio (6646)
  3. K. Martin (6620)
  4. J. Holiday (6315)
  5. C. Anthony (6100)