Kyle Goon: The Lakers have announced a new jersey spons…

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Add the Washington Wizards to the list of National Basketball Association teams looking to attract a jersey partner after a deal with insurance company Geico expired. Monumental Sports and Entertainment, the company that owns the Wizards and National Hockey League’s Capitals franchise, is creating what it calls a “unified offer” to entice a new corporate partner. This includes combing its NBA G League, esports teams and WNBA’s Mystics franchise into one asset valued as high as $12 million. Industry sources, who asked to remain anonymous since talks are ongoing, suggest the combination of assets could net around $10 million, though.
Excel Sports continues to search for a patch agreement for the Minnesota Timberwolves after the team’s deal with Google’s Fitbit ended in June 2020. Considering the team doesn’t get many national games, and hasn’t won, their patch isn’t believed to exceed seven figures annually.
The Lakers’ contract with e-commerce company Wish ended after last season. That deal was valued in the $12 million to $14 million range. Research company Nielsen estimated the media value of the Lakers jersey patch for the 2019-2020 season was roughly $200 million since the team won the NBA Finals. Last February, the Lakers partnered with third-party agency Sportfive to seek a new patch partner.
Meanwhile, the Philadelphia Sixers’ deal with StubHub expired, and chatter in sports business circles suggests the team secured another partner and is finalizing terms. On the patch market, the team wanted roughly $10 million per season, but industry sources suggest the 76ers would net around $8 million. The Sixers also have an esports team but it’s not clear if their NBA patch agreement includes the club.
The NBA generated roughly $150 million in revenue from its patch program, which was introduced for the 2017-18 season. The program lets companies pay to put their logo on a patch on the shoulder of each player’s jersey. Companies who purchase an NBA team patch covet the brand awareness obtained when teams play national games on ESPN or TNT, the league’s top media partners. So, when a club makes the postseason, it helps the patch increase in value.
Last week, the company also activated another campaign aimed to help Black businesses. It paired with Celtics guard Kemba Walker to auction a signed Panini trading card and autograph game-worn sneakers from Sunday’s 130-124 loss to the Heat. The auction concludes Wednesday, and all profits will be donated to a grant program that grants $25,000 to Black businesses in Boston. The Celtics and Vistaprint committed $1 million to the program, and Walker will donate his undisclosed partnership fee, too.
Sources said the Nets are talking to Motorola about renewing its uniform patch rights as it shops them around. The cell phone company last year bought the team’s patch rights for the current NBA season for an undisclosed amount.
The Los Angeles Lakers are on the prowl for a new jersey partner and hired a global sports marketing agency to make it happen. The team announced Wednesday it has partnered with firm Sportfive as a third-party agency to find a new patch partner for the 2021-22 National Basketball Association season. Terms of the new partnership were not provided.
The Lakers, who won the 2020 NBA Finals, has a current jersey partnership with e-commerce company Wish, which ends after the current season. The deal was valued in the $12 million to $14 million range when it commenced in 2017.
With the Lakers’ three-year contract with Wish expiring, the team has hired the sports business agency Sportfive to secure the team’s jersey patch sponsor for the 2021-2022 NBA season. The agency will also have the ability to secure up to three sponsorships with international-based brands. Sportfive was formerly known as Lagardère Sports and Entertainment before the company changed its brand identity last year. Other Sportfive commercial clients include the soccer clubs Borussia Dortmund, Chelsea FC and Atlético de Madrid, and the esports publisher Riot Games.
Patch Money: The NBA piloted jersey patches during the 2017-2018 season and made them permanent in 2019. To date, the program has generated more than $150 million in revenue. Patch deals have ranged in average value from $7 million to $10 million per season. The Golden State Warriors’ deal with Rakuten is reportedly the league’s most valuable at $20 million annually. One expert estimates that the NBA could see a 20% decline in its patch sponsorship business due to COVID-19 spending cutbacks and lower television ratings — an unwelcome prospect as the league looks to recover from the financial hit it has taken in 2020.
The National Basketball Association’s (NBA) Brooklyn Nets have named Motorola as their official smartphone partner and jersey patch sponsor. Starting with the 2020/21 season, Motorola’s batwing logo will replace cloud software company Infor on the front left shoulder of all Nets jerseys. It marks the second NBA jersey patch sponsorship for Motorola, which already appears on the Indiana Pacers’ uniforms in a deal reportedly worth between US$8 million and US$10 million.
As NBA teams brace for a pandemic-shortened 2020-21 season with few or no fans inside arenas, they will increasingly rely on the corporate jersey logo patch program as one tool to offset financial losses. The little 2.5-by-2.5-inch fabric patches have generated several hundred million dollars for teams since the program launched ahead of the 2017-18 season. Patch deals have ranged in average value from $7 million to $10 million a season, with the Golden State Warriors reportedly atop the league at $20 million annually.
The New Orleans Pelicans have signed a deal with Ibotta to be their second-ever jersey patch partner. The deal means that the Denver-based cash-rewards program will be featured on all editions of the Pelicans’ game jerseys for the 2020-21 season. Ibotta, which launched in 2012, is a free-to-use, cash-back rewards program for customers making purchases in-store, on mobile apps or through websites. It has accumulated more than 400 million downloads and has more than 1,500 brands and retail partners nationwide.
Despite having its season interrupted, a ratings drop for the championship games and uncertainty about next season, the National Basketball Association expects a “significant increase” in its jersey patch revenue. In an interview with CNBC on Tuesday, Amy Brooks, the league’s president of team marketing and business operations, said it’s “too early to tell” the exact percentage of the projected increase. But she added two-thirds of the NBA clubs are still locked into jersey patch agreements with the remainder of them “actively in negotiations.”
Ponturo said the NBA patch is a ”$1 million to $5 million opportunity right now” in a “buyer’s market” as companies are still navigating Covid-19. Several NBA teams are shopping patches, including the Houston Rockets and Brooklyn Nets. The Rockets’ deal with Rokit Phones expired, and the club did not sport the company’s patch logo in the NBA’s Orlando bubble. Gretchen Sheirr, the Rockets chief revenue officer, said the team’s patch is still holding its value on the open market.
One way it is looking to do that is through a new jersey patch sponsorship, according to Matt Webb, Pelicans vice president of partnerships. The team had a deal with New Orleans-based food and spice company Zatarain’s, which it signed ahead of the 2017-2018 season. That deal is currently up for renewal. Part of the impetus for a new patch partner is Williamson’s appearance on the cover of the upcoming NBA 2K21 videogame. Webb said once the team learned he would be featured there, it focused its conversations around the 2020-2021 season and which company would be represented on its jerseys. While some photos from the NBA 2K21 game have shown Zatarain’s patch on the Pelicans’ kit, others have shown it patchless. “We had to make some decisions on what next year would look like,” Webb said. “We are currently having discussions with Zatarain’s and hopefully over the next couple of months, once the schedule kind of resolves itself for this season and we understand how next season looks, we’ll be able to either make a renewal announcement with Zatarain’s or find a new partner.”
For the Pelicans, they are in no rush to secure their next jersey patch deal, Webb said. They have already started talks with various local and national corporations for a mid-to-long-term contract. Despite the ongoing impact of the coronavirus pandemic and Williamson’s injury-plagued rookie campaign, he remains optimistic that brands will be willing to partner with the Pelicans and their star in the making.
Brad Townsend: Mavericks have scheduled a "business announcement" for 6:30 p.m. tomorrow at AAC, prior to the game against Portland. My understanding is that the team's new jersey sponsor patch will be unveiled.
Tony Jones: The Utah Jazz have renewed their patnership with Qualtrics through 2023. Qualtrics will continue donating the patch 5 For The Fight, which is a commitment to cancer research
Rakuten Inc., which paid the Golden State Warriors $60 million for a three-year jersey sponsorship in 2017, is looking to extend the partnership as the National Basketball Association finalists head into the final season of their deal. The logo patch, on a player’s left shoulder and 2.5 inches (6.35 cm) on each side, is key to raising Rakuten’s brand awareness in the United States, said Amit Patel, who heads the e-commerce giant’s operations in the Americas, in an interview on Friday.
Over the two seasons in which NBA teams have been allowed to sell space on jerseys to advertisers, there has been one holdout: The Oklahoma City Thunder kept their jerseys patch-free. That will end Saturday, as the Thunder have reached a four-year agreement with Love's Travel Stops & Country Stores, an Oklahoma City-based national retail chain, the team tells The company, founded in Oklahoma in 1964, will have its patch debut on Thunder jerseys during Saturday night's nationally televised game against the Golden State Warriors.
The Thunder and the NBA would not disclose the exact financial terms of the deal. The team said the deal ranks among the top 10 in average annual value, which would put it somewhere a little south of $10 million based on publicly known amounts. The league's 29 patches have brought in an estimated $150 million per season so far, according to league sources.
The Warriors have by far the richest; the Japanese e-commerce company Rakuten paid the team an estimated $20 million per season on a three-year patch deal, according to's prior reporting. Some of the original patch deals will expire in the next year or two, and league observers are curious about whether the market for them has improved.
The NBA’s jersey patch program is more than halfway through its three-season test and the results are clear: It’s a slam dunk. As the league continues to search for new revenue, the patch program has delivered, generating more than $150 million. And 20 of the 29 team patch sponsors, including Harley-Davidson and Rakuten, are doing business with NBA teams for the first time.
Darren Heitner: #ThunderUp is the only NBA team remaining without a jersey patch deal. Under current rules, a team may sign up to a 3-year trial agreement. #Pacers became 29th team to sign, striking 2-year deal with Motorola worth $4M-$5M annually, per source.
The Wizards will look a little different when they host the Thunder on Friday, and not only because Dwight Howard is expected to make his season debut. Monumental Sports and Entertainment will announce on Friday a multiyear sponsorship agreement with Geico that will put the Chevy Chase-based insurance giant’s logo on the uniforms of the Wizards, the Washington Mystics and the Capital City Go-Go.
I was told by an industry source (sports marketing, not eyeglasses) that Chicago-based Vivid Seats was close to landing this deal. What kind of shared values would an online ticket reseller share with the Bulls? A love of marked-up ticket prices? Now in defense of the Bulls, their vice president of marketing and communication Susan Goodenow, who is always a good(enow) sport with my questions, said Reinsdorf and the rest of the front office were impressed how Zenni does charitable work providing glasses to people who can’t afford them. While there’s no concrete plans yet, Goodenow sees the two partners joining forces in that regard.
The Philadelphia 76ers announced today that Beats by Dr. Dre (Beats), the leading global premium headphone brand, will serve as an official partner of the team. The entities have agreed to a multi-year deal, terms of which were not disclosed. “We are extremely excited to announce our partnership with Beats. The pairing of two iconic, global brands, in sports and audio, will enhance our fans’ already dynamic in-game experience,” Philadelphia 76ers Senior Vice President of Marketing Partnerships Chad Biggs said.
The Phoenix Suns have sold their jersey patch to payment processor PayPal in a deal that both team and company officials hope will make the arena more of a cashless environment.
In addition, the team announced FedEx as the Memphis Grizzlies’ first-ever Jersey Sponsor. FedEx will be integrated into all jersey editions for players on-court and fans purchasing the new uniforms at Grizzlies-controlled retail locations.
Peter Edmiston: Statement Edition uniform, note the FedEx logo is different and the piping is only on one leg
Corporate sponsors spent an estimated $1.12 billion on the NBA this season, fueled by the new sponsorship patches on team jerseys. That figure comes from IEG/ESP, a division of ad agency WPP that tracks sponsor spending and ROI on the major US sports leagues. This is the first time NBA sponsor spend has topped $1 billion. For comparison, it puts the NBA between MLB ($892 million) and the NFL ($1.25 billion) in sponsorship spend. The $1.12 billion is 31% higher than the $861 million in NBA sponsor spend last season, a much bigger increase than was projected. Sponsorship spend in the big four pro leagues typically gets bigger every year, but the NBA spend grew by far more than expected.
The jersey patches only account for $137 million of this year’s total, IEG/ESP says. That’s a small chunk of the $1.12 billion, but it’s $137 million that is entirely new this season, since the patches are new. The average patch deal pays a team $6.5 million per year, and most are two-year deals. The lion’s share of the $1.12 billion comes from league-level sponsors: big blue-chip consumer brands like Anheuser-Busch InBev, American Express, Frito-Lay and Gatorade (both part of PepsiCo), Nike, and State Farm, which IEG/ESP says is the No. 1 most active NBA sponsor. “Our partners continue to activate with us at extraordinary levels and integrate into our platforms year-round,” says the NBA’s SVP of global partnerships Kerry Tatlock.
Bobby Karalla: The Mavs have reached a jersey patch sponsorship agreement with Dallas-based @5milesapp. More too with it, including crypto and blockchain capabilities with purchasing tickets.
Arash Markazi: The LA Clippers have signed a jersey patch deal with dating app Bumble.
On Tuesday, the Los Angeles Clippers became the 20th NBA team to sign a jersey patch deal with an advertiser. But the sponsor the team chose is a little different than some of the others. The Philadelphia 76ers have StubHub, the Cleveland Cavaliers have Goodyear, and now the Clippers have the female-forward dating app Bumble. The marriage between Bumble and the Clippers makes sense on a few different levels. The Clippers have the largest female leadership team not just in the NBA, but in all of sports. There are six women in top leadership positions with the Clippers, and choosing Bumble is a reflection of that. Bumble was founded by a woman, Whitney Wolfe Herd (who also co-founded Tinder), and the app is unique from other dating apps by having women make the first move and send the first message.
The Clippers will sport the patches on their jerseys starting Tuesday night, but they’re not going to be called patches. In keeping with the theme of gender equality, they’re going to be called “empowerment badges.”
Bumble, a social network company best known for a dating app where women make the first move, will place its logo on the uniform of the Los Angeles Clippers basketball team. Bumble will pay about $20 million over three years, according to a person familiar with the deal who asked not to be identified because the terms are private. It’s part of a broader agreement between the company and Steve Ballmer’s NBA franchise.
Placing the logo on the jerseys worn by LeBron James, Kevin Love and the rest of the Cavs costs Goodyear $10 million annually. According to GumGum, a sports media valuation company, Goodyear's return of investment on social media alone through the first half of the season has been more than $3.4 million.
That's tops in the league, beating out the Golden State Warriors, Boston Celtics, Los Angeles Lakers and New York Knicks. GumGum says logos on NBA uniforms will generate over $350 million in value to companies with jersey sponsorship deals just on social media. The only better placement for an NBA sponsor: on the shoulder opposite the jersey patch where the logo of the league's uniform provider, Nike, is stitched.
The Pelicans and Zatarain’s today announced a new integrated marketing partnership featuring the company’s iconic name, brand and logo on the team’s game jerseys beginning with the 2017-18 NBA season. In addition to the jersey patch, for every Pelicans slam dunk throughout the season, Zatarain’s will donate meals to the Second Harvest Food Bank charity. Second Harvest operates through food distribution programs, community kitchen meal services, nutritional education, and public benefits assistance.
The New York Knicks became the 17th NBA team to sign a deal to wear an advertising patch on their jersey, announcing Tuesday that the logo of website publishing platform Squarespace would grace its uniform. As part of the partnership, the Madison Square Garden Company, owners of the Knicks and the Garden, and Squarespace will provide financial support and give digital advertising opportunities to local small businesses that use the website platform.
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.
Add the Los Angeles Lakers and Miami Heat to the list of teams that will sport a sponsorship patch on the upper left corner of their jersey this season, as both teams announced Thursday that they have signed partnership deals with local companies. The Lakers are partnering with Wish, a California-based e-commerce company, on a three-year deal worth $12-14 million annually, according to Sports Business Journal.
Los Angeles Lakers‏: #LAKERSxWISHapp
Miami HEAT‏: Miami HEAT x @UltimateHCM #UltiHEAT
The NBA is permitting teams to put advertisement patches on their jerseys beginning this season, and South Florida-based Ultimate Software has won the competition to occupy that space on Heat jerseys, according to two league sources.
“We are extremely proud to have Ultimate Software as the first partner on the Miami Heat Jersey,” said John Vidalin, the Heat’s executive vice president/revenue officer. “This is truly a historic opportunity and we are thrilled that we will be partnering with a company based here in South Florida.” The ads will appear on the left shoulder of Heat jerseys during games.
The Golden State Warriors signed the largest of the NBA ad patch deals this week, selling the space on its jersey for the next three years to Japanese tech holding company Rakuten. Sources say the deal is worth $20 million a year, nearly doubling the second-highest deal signed by the Cleveland Cavaliers.
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 Milwaukee Bucks will announce Thursday that they have signed a jersey advertisement patch deal with motorcycle manufacturer Harley-Davidson. The brand's iconic orange, white and black logo will appear on the team's white, green and black jerseys. Terms were not disclosed.
The brand's iconic orange, white and black logo will appear on the team's white, green and black jerseys. Terms were not disclosed. "When we first saw how it looked, we thought it was just so authentic and natural," said Anoop Prakash, the company's director of U.S. marketing. "Two brands with heritage in Milwaukee, built on grit and Midwestern values, who brought their product to the world and succeeded."
The Philadelphia 76ers today unveiled two of the team’s four new 2017-18 season Nike jerseys in a digital content series launched on 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.
Jeff Zillgitt: Sacramento Kings sent out images of their new Nike uniforms complete with Nike logo and Blue Diamond sponsorship patch:" target="_blank" rel="nofollow">
It was widely reported that Infor, the company sponsoring the Nets jersey ad, paid more to have their red logo “pop” against the Nets black-and-white gear. It’s why the Nets got a lot more money —$8 million— than all but one team selling space on jersey. That one team was the Cavaliers, who have LeBron James. But on Tuesday morning, Darren Rovell tweets that the “pop,” the “clash” of red on black-and-white has been abandoned.
The Minnesota Timberwolves are jumping into the jersey patch game, signing a three-year deal for a Fitbit patch on their new uniforms. The Timberwolves announced the deal on Tuesday. The Wolves say Fitbit also will be featured in the renovated Target Center, including logging the new concession offerings into the Fitbit food section to help users make healthier choices.
The Cavaliers will receive more than $10 million annually through a new partnership in which Goodyear Tire and Rubber Company will place its Wingfoot logo on new, Nike-designed team jerseys for the next three seasons. The arrangement between the Cavs, Goodyear, and Turner Sports may be among the most lucrative in the NBA, according to sources with knowledge of the deal that was announced in a joint press conference Monday at Quicken Loans Arena.
Storyline: Jersey Ads
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October 19, 2021 | 5:05 pm EDT Update
Harrison Wind: Michael Malone on Nikola Jokic entering the season: “I think he’s in a good place…I think he’s a little bit, probably, fatigued, like most first time dads are. That’s not something that is out of the ordinary. This is life. We’ll help Nikola get through it. That’s where it can’t be all Nikola every night. Other guys have to step up and bring their game and contribute to the cause. We know we’re capable of doing that. The challenge is how consistently can we do that?”
October 19, 2021 | 3:54 pm EDT Update