Storyline: Jersey Ads

76 rumors in this storyline

More Rumors in this Storyline

24 hours ago via ESPN

The Los Angeles Lakers will wear the Wish logo on their jerseys starting this season after agreeing to a three-year deal with the California-based e-commerce mobile app company. The Lakers’ multiyear deal with Wish — a company that rose to prominence recently as a sponsor of the Floyd Mayweather-Conor McGregor fight — will be for $12-14 million annually, as first reported by the Sports Business Journal. The jersey sponsorship ranks second behind the Golden State Warriors’ deal with Rakuten, which is worth $20 million annually and includes naming rights to the Warriors’ team facility.

Channel 2 Action News and the Atlanta Journal-Constitution have exclusively learned that Atlanta-based Sharecare has reached a five-year deal to become the official jersey patch sponsor of the Atlanta Hawks. “We feel really comfortable saying that this Sharecare partnership is the second largest annual partnership behind our Philips naming rights deal,” Andrew Saltzman, Executive Vice President and Chief Revenue Officer for the Atlanta Hawks, told Channel 2 Sports Director Zach Klein.

The Philadelphia 76ers today unveiled two of the team’s four new 2017-18 season Nike jerseys in a digital content series launched on Sixers.com and StubHub. In “Made for the Moment,” the three-part content series presented by StubHub, 76ers guard Markelle Fultz chronicles his experience of putting on the 76ers jersey for the first time and the anticipation of representing the city of Philadelphia. The series final video will be released exclusively on @Sixers this afternoon, Fultz will share his reflections on the significance of wearing No. 20, officially announcing it as his 76ers number.

“The Philadelphia 76ers and Nike are two iconic brands committed to elevating the game of basketball through innovation while seamlessly honoring the rich traditions of both organizations,” Philadelphia 76ers Chief Sales and Marketing Officer Chris Heck said. “We’re excited to unveil the first of two jerseys with our incredible partner, StubHub, an organization as committed to engaging with fans in authentic ways and generating unforgettable live sports and entertainment experiences as we are. We are confident that the next two jerseys we unveil will additionally capture the spirit of this historic city, the imagination of new Philadelphia, and the passion of our loyal fans. Before the 2017-18 season has even begun, our ‘Welcome to the Moment’ campaign has generated national recognition and acclaim, and we look forward to continuing the momentum as the season progresses.”

The Denver Nuggets and The Western Union Company (NYSE: WU) today announced a sponsorship agreement that pairs one of the leading global companies headquartered in Denver with the hometown National Basketball Association (NBA) team. As part of the three-year sponsorship, Western Union will be the first jersey patch sponsor for the Nuggets, with the Western Union logo adorning the jerseys of all players beginning in the 2017-2018 NBA Season. Last April, the NBA approved the sale of jersey sponsorships as part of a pilot program. The Nuggets become the 11th team to secure a jersey sponsor. Western Union will also be a co-presenting sponsor of the team’s 50th anniversary celebration.

One of the most anticipated jerseys to come from Nike’s new NBA deal was unveiled on Monday as the Charlotte Hornets showed off their Jordan-branded uniforms. The Michael Jordan-owned Hornets will be the only team in the league to wear jerseys featuring Jumpman logos instead of Nike Swooshes. The new Jerseys come with new naming conventions: The traditional home jersey is now known as the “association edition” and the traditional away is now known as the “icon edition.”

Coinciding with the introduction of the new uniforms, the NBA is eliminating its “Home” and “Road” uniform designations. Beginning with the 2017-18 season, home teams will pick which uniform they will wear and visiting teams will choose a contrasting uniform within their own assortment. Because of this change, Nike and the NBA worked together to create four core uniforms for each team, classified as “editions,” which draw from the rich heritage of the NBA and its franchises. The Association Edition, the traditional home white uniform, links the 30 teams as members of the most exclusive basketball club in the world. It represents an achievement that most athletes have worked their entire lives to reach. The Icon Edition, previously known as the road uniform, represents the rich heritage and iconic identity that exists within each franchise. This edition utilizes the team’s primary color, a color that dominates the closets of the most diehard fans.

While Nike is set to take over the NBA apparel deal for the 2017-18 season, not all of the jerseys coming to the league next year will solely feature the Swoosh. The Charlotte Hornets confirmed this week that players on the team will wear Jordan Brand uniforms once Nike inherits the contract. In a press release posted on Monday, the team confirmed that it would be the only one in the league wearing Jordan jerseys. Michael Jordan is an owner of the Hornets and his Jordan Brand is owned by Nike, hence the connection here.

While other NBA teams — the Boston Celtics (General Electric), Brooklyn Nets (Infor), Philadelphia 76ers (StubHub) and Sacramento Kings (Blue Diamond Almonds) — have reached patch deals, the Jazz are the first to forsake a corporate logo for a charitable one. “This is the right thing to do,” Qualtrics CEO Ryan Smith said. “As much as I would love to put Qualtrics on it, this idea of raising $50 million for cancer research was something we couldn’t stop thinking about it. The Jazz were open to our ideas and how we wanted to use the patch.”

The Brooklyn Nets have sold a jersey patch sponsorship to Infor, a closely held software company backed by Koch Industries Inc. The company will pay $8 million annually for the deal under the league’s three-year pilot program, according to a person familiar with the terms who asked for anonymity because the information is not public. As part of the tie-up, Infor will also provide data analytics and technology to support the team’s business operations, fan experience initiatives and player performance.

“Our alliance with Infor is a transformative partnership for both business and basketball operations and is indicative of the cutting edge and gritty culture we are building,” said Brett Yormark, CEO of Brooklyn Sports & Entertainment. “The patch on the jersey represents our deep engagement with Infor and the software company’s role in taking our performance to the highest level in basketball operations and the business side. We are looking forward to joining some of the world’s most innovative brands, like Ferrari, for the unique opportunity of instilling Infor’s proven business applications into our company.”

We know it’s not a lack of interest. Plenty of companies are salivating to get their logos on the jerseys of NBA players. So what is going on? The answer is complex. The biggest factor is market value. Teams’ top marketing executives are under pressure to create value for something that doesn’t have an established market — at least not in the U.S. Their nightmare scenario would include rushing to make a deal before other teams sign more lucrative ones. In other words, no team wants to be sold short. So what happens? Teams are waiting and hoping the early deals develop a lucrative market. They’re tentative even though it’s understood the revenues will vary wildly.

What’s your opinion about the advertising patches that are going to be added to the uniforms next year? Paul Allen: “I’m a member of the committee that reviewed those things for the league. I think that additional revenue makes the league healthier. So the challenge for us, depending on the size of the market, is to sell those patches to somebody that’s going to also well represent the team and those sorts of things. So I think you’ll see that evolve over the next few years. You already see it in other sports, whether it’s soccer or basketball in other places. So I think we’ll all get very used to it quickly.” You don’t think it’ll be weird to see an ad on a Blazers jersey? Paul Allen: “Well it’s definitely going to be a change. But, again, I think additional revenues help teams and so we’ll all get used to it in the end.”

Yormark, the CEO of Brooklyn Sports and Entertainment, the Nets parent company, didn’t identify the brands nor give a timeline for when a deal could be done. According to Sports Business Journal, the Nets are seeking “high seven figures” from advertisers. The patch, which the NBA describes as Post-It note sized, won’t be worn until the 2017-18 season. There has been only one deal since April. between StubHub and the 76ers. And SBJ notes, the market for the patches is much smaller than the league and teams had projected.

A deal with the NBA would allow Emirates to put its name on a 2.5-inch square patch on the left shoulder of the jerseys. It’s not clear how many of the league’s 30 teams the company is looking to sponsor. The Dubai-based aviation company flies to the following NBA cities: Boston, Dallas, Chicago, Houston, Los Angeles, New York, Orlando, San Francisco, Washington D.C. and Toronto. The NBA declined to comment. Emirates didn’t immediately respond to a request for comment.

Indiana Pacers executives are discussing a new revenue opportunity that would have been seen as taboo just two decades ago: a corporate logo stitched onto the team’s uniforms. Rick Fuson, the Pacers’ chief operations officer, said the franchise is supportive of having an advertisement on the team’s white, blue and gold jerseys. In fact, Fuson said the Pacers are planning to have a corporate sponsorship deal in place for the start of the 2017-18 season, which is when NBA teams can debut sponsored patches on uniforms. “We are hopeful and look forward in talking to a number of folks who may have interest in that,” he said. “I’m confident that many teams, if not most, will have a great sponsor on the uniform.”

The NBA announced last month that it would be the first league among the four major sports to allow advertising on regular season uniforms as part of a three-year trial approved by owners. Teams will be allowed to sell advertising in the form of a patch, approximately 2 ½ inches x 2 ½ inches, beginning in the 2017-18 season, coinciding with Nike’s new deal with the league. “First off, hats off to Adam Silver,” Sixers CEO Scott O’Neil told USA TODAY Sports. “He’s a commissioner who will take opportunities and will make the right decision and sometimes the tough decision and he continues to lead through policy. He gives teams the opportunity to drive our business.”
More HoopsHype Rumors
September 22, 2017 | 10:38 pm EDT Update