Skip to content

Small ads likely will be on some NBA jerseys by next season

Jul 20, 2012, 8:35 AM EDT

Celtics jersey

It’s about the money. It’s always about the money.

And putting a small 2-inch by 2-inch adverting patch on the shoulder of NBA jerseys can generate a lot of money, NBA Deputy Commissioner told the NBA owners on Thursday. Then he said the same things to reporters after, as reported by Kevin Arnovitz at ESPN.

“Our view is we think, on an aggregate basis, league-wide, our 30 teams could generate in total $100 million by selling that patch on jerseys, per season,” Silver said.

If you were paying attention during the lockout, you know the owners are not going to walk away from $1 let alone $100 million or so. Silver said he thought all 30 NBA owners were good with this in some form — some probably wanted to go full English Premiere League but the idea of a patch on the shoulder is less intrusive to tradition.

And they are wasting no time.

“I think it’s likely that we’ll do something, implement something, some sort of plan for the fall,” NBA deputy commissioner Adam Silver said. “I think it’s fair to say that our teams were excited about the opportunity and think there is potentially a big opportunity in the marketplace to put a two-by-two patch on the shoulder of our jerseys.”

He said it should be in full force by the season after next.

Some fans will hate this with a white-hot passion.

I’m not one of them. I think a patch on the shoulder is not that intrusive, especially if the design is controlled. (There will be lengthy lists of companies teams cannot sell to, including competitors of league sponsors). The league might let Adidas — the league’s official jersey maker — use their logo on there. Or some simple symbol (say the McDonald’s golden arches or the “AA” of American Airlines) would not be a big distraction, but would get plenty of airtime.

Like it or not, you’re going to see it next year. And if you go into the team story to buy the new Raymond Felton Knicks jersey (hey, somebody might) the ad will be there on it, too. Seriously.

Latest Posts
  1. 2014 PBT Awards: All-NBA team

    Apr 18, 2014, 1:05 PM EDT

    Los Angeles Clippers v Houston Rockets Getty Images

    First-team frontcourt a constant, but guard spots debated

  2. Report: Steve Kerr “expects” to be offered, will take Knicks coaching job

    Apr 18, 2014, 11:44 AM EDT

    Virginia v Maryland Virginia v Maryland

    While nothing is set in stone (Mike Woodson has yet to be officially fired) you know back channel conversations have already taken place. It sounds like Kerr wants in.

  3. Jordan Brand unveils the Air Jordan XX9

    Apr 18, 2014, 11:10 AM EDT

    Jordan_XX9_695515-005_AJXX9_3Q_original

    Behold: The Air Jordan XX9.

  4. 2014 PBT Awards: Most Valuable Player

    Apr 18, 2014, 11:05 AM EDT

    Lebron James, Kevin Durant Lebron James, Kevin Durant

    Kevin Durant and LeBron James finish 1-2 on every ballot

  5. Why shot-location defense matters

    Apr 18, 2014, 10:33 AM EDT

    Chicago Bulls v Miami Heat Chicago Bulls v Miami Heat

    Playing effective NBA defense is more about dictating shot location than contesting shots.

  6. One more amazing thing LeBron James has done

    Apr 18, 2014, 10:00 AM EDT

    Toronto Raptors v Miami Heat Toronto Raptors v Miami Heat

    Taking a lot of 3s and making a lot of 2s is not easy

  7. NBA Playoff Preview: Golden State Warriors vs. Los Angeles Clippers

    Apr 18, 2014, 9:15 AM EDT

    Stephen Curry, Blake Griffin, David Lee, Chris Paul Stephen Curry, Blake Griffin, David Lee, Chris Paul

    With Andrew Bogut the Warriors outplayed the Clippers this season, but Golden State will be without him and that is trouble.

  8. Report: NBA’s increased age limit proposal includes higher-paying D-League

    Apr 18, 2014, 8:44 AM EDT

    Adam Silver Adam Silver

    The league will try to offer a larger, better paying D-League

  9. Blake Griffin among actors for dramatic reading of “Space Jam” (VIDEO)

    Apr 18, 2014, 12:56 AM EDT

    Monstars space jam

    This is exactly what you’ve been waiting for — a dramatic reading of Space Jam including Blake Griffin and D’Andre Jordan.

  10. Son tweets Craig Sager has acute leukemia

    Apr 17, 2014, 11:18 PM EDT

    Indiana Pacers v Miami Heat - Game Five Indiana Pacers v Miami Heat - Game Five

    We may not see him on the sidelines of TNT games these playoffs.

  11. Report: Joel Anthony opting in with Celtics

    Apr 17, 2014, 9:38 PM EDT

    Los Angeles Lakers v Boston Celtics Getty Images

    Center has $3.8 million player option

  12. Likely top-10 pick Dante Exum signs with adidas

    Apr 17, 2014, 7:05 PM EDT

    Essendon Bombers Media Opportunity Getty Images

    Adidas rolls the dice on a young guard with potential. Not a bad business plan.

  13. Kentucky’s James Young, Duke’s Rodney Hood declare for NBA draft

    Apr 17, 2014, 5:57 PM EDT

    NCAA Men's Final Four - Championship Getty Images

    Both are likely first round picks in the teens or early 20s.

  14. The Al Jefferson Effect: Now that the Bobcats are playoff-bound, how they want their big man to help next

    Apr 17, 2014, 4:53 PM EDT

    Steve Clifford, Cody Zeller, Al Jefferson Steve Clifford, Cody Zeller, Al Jefferson

    What affect will Jefferson have on the development of Kemba Walker, Bismack Biyombo, Michael Kidd-Gilchrist and Cody Zeller?

  15. Toronto puts together fantastic playoffs preview video

    Apr 17, 2014, 4:50 PM EDT

    Timberwolves Raptors Basketball AP

    Raptors fans are pumped for the playoffs.

Featured video

Handing out NBA's postseason awards
Top 10 NBA Player Searches
  1. D. Wade (3938)
  2. D. Williams (3849)
  3. L. James (3825)
  4. K. Love (3770)
  5. S. Curry (3595)
  1. C. Anthony (3480)
  2. R. Rondo (3225)
  3. R. Westbrook (3115)
  4. G. Dragic (3068)
  5. K. Durant (3009)