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Tuesday, March 6th, 2012 at 9:40 am  |  45 responses

NBA to Consider Sponsorships on Team Jerseys?


According to the SportsBusiness Journal, the issue of placing corporate sponsors’ logos and names appearing on NBA team apparel could come down to a vote next month: “The sticky issue will be debated, if not voted on, at the next board of governors meeting in April. 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.’ In the case of the Mercury, the biggest logo on its uniform became LifeLock’s across-the-chest jersey patch, while the team logo on the jersey shrank to about the same size as the Adidas logo. The WNBA followed suit last year, with a Boost Mobile ad patch deal on the uniforms of 10 of the league’s 12 teams. A study released last year by Horizon Media calculated that a brand logo across the middle of an NBA team’s jersey occupying 3.5 percent of the TV screen would produce $31.18 million in exposure value. However, the study did not factor in ancillary exposure on highlights and news shows, nor did it account for any online exposure.”

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  • Frees

    I feel as though this would forever cheapen the way the NBA is perceived on an international scale, for the same reasons many North American’s discredit soccer jerseys. I wonder if the NBA has taken the impact on jersey sales into consideration, it would be a clear oversight if they have not.

  • ripslam

    No. I would never buy a jersey again. Seriously.

  • Bt

    How about just put sponsor logos on the court instead. I don’t want to be walking around wearing a mobile billboard

  • Meezy

    Wth this is not Soccer, I understand the WNBA did it due to their low revenue and looking for ways to expand growth. but why would a billion dollar brand like the NBA need to do that? I just see this as greed at its finest plus it look tacky

  • T-Money

    frees: why would it cheapen the way the nba is perceived on an international scale when only north american jerseys don’t have logo? all the soccer clubs have logos and it’s not affecting the sales. aslo, since when are north americans discrediting soccer jerseys. at least in canada, soccer jerseys are much more popular to wear casually with jeans than basketball jerseys.

  • Heals

    Between Sunday’s 1000+ promo’s for GCB (still have no clue what the shht stands for) and the countless stupid ways telecasts try to integrate promotions with aspects of the game I’m kinda over this. Not cause I don’t mind, but because every aspect of the game is becoming commercialized, so in a way this is a natural progression…

  • John Wall Jr

    Eww

    terrible idea. Just put more brand logos on the actual court.. or just stop being greedy

  • http://slamonline.com tealish

    @Frees – soccer jersey sales do more than okay, my man.

  • ClydeSays

    If they want to put them on the court or even on player warmups, I don’t see a problem with that. But putting logos on unis lessens the team brand in my opinion. US Soccer & the WNBA especially need the revenue, so I understand their reason for doing it…

  • Aizen

    @Heals:

    Lol, “GCB” stands for “Good Christian B****es,” which is why it’s abbreviated.

    I agree with everyone else here who says the NBA is becoming too commercialized. Keep the jerseys the way they are!

  • big red

    I honestly don´t understand what the fuss is about? ALL the clubs overseas, in every sport, have ads on their uniforms. Don´t see it as an attempt by the corporations to destroy the franchises. It will generate a lot of money.

  • HAMMER

    I understand why the L would do this. I mean even billionaire futbol clubs do this (Barcelona, Real Madrid, Manchester United, etc..).
    But that’s what makes futbol jerseys unique. Not to mention they have been putting sponsers on their jerseys for quite some time. On futbol jerseys, it doesn’t look tacky. They look very nice.
    But I can’t say that for NBA jerseys. They would look ridiculous. Some of the teams currently have ugly @$$ logos and jerseys. To place a sponsers logo on top of that would be even more hideous.

  • bdogg

    bad idea…this cheapens the sport….i hope this does not come about..i will lose a lot of respect for the league…good job stern! the wnba is one thing..this is a horrible idea..dont see football do this…bad..bad…bad.idea!!!

  • BigRose174

    SMH Horrible idea I hope they dont go through with this. It begins with 1 ad and then next thing u know the jerseys are looking like those international basketball jerseys with so many patches and logos on it that u don’t even know which one is the actually team logo or team name.SMH

  • HAMMER

    Yeah. Futbol jersey sales are not lagging that’s for sure.
    This move wouldn’t cheapen the L at all. I just think they would look hideous, that’s it.

  • http://www.slamonline.com aman from arkansas

    You know nobody will buy the jersey anymore.

  • http://www.nba.com Red

    Yeah but Soccer is huge in everywhere but the USA. It’s a worldwide, universal appreciation. Kids in the slums that but a jersey don’t care about no damn ad. Jersey sales will plummet in the USA. No doubt!

  • Björn Atli

    I think soccer is great because you get to watch 45 continuous minutes of a sport without getting interrupted by commercial breaks. Ads on jerseys and sidelines help keep it that way. (I don’t know how televised soccer is in the US but it must be the same) I doubt the nba networks would be cutting back on commercial breaks though.

    I rock my spanish national b-ball team jersey which has a big ass San Miguel logo on the front and Icelandic local team jerseys as much as I rock nba jerseys and I feel just as swag

  • http://BleacherReport MarkL5

    WNBA teams need the revenue. One of the most important brands in NBA licencing is that of the team logo. The most important places that logo sits is on the front of the NBA team jersey. It is as iconic as the player who wears it. It’s history and it’s importance to the league is not debatable and this subject should not exist due to this. The NBA may create revenue for itself corporately, but in return will due damage to its image in negative return.

    Jersey sales will tank due to this.

    The NFL or Major League Baseball would never stoop to this and I hope that the owners don’t decide to go in this direction. This European practice may work overseas, but the game was invented here and our traditions should mean something. It’s not worth the change.

  • alex80

    Sh!t, BIG BROTHER strikes again.

  • c.a.

    Denver McChickenNuggets FTW.

  • Fat Lever

    Who will be the first team to sponsor Valtrex and have that logo on their uniform?

  • Al

    They had a problem with the players getting paid off logos in their hair cuts. Now they want 2 do it. No. Too much greed and control.

  • ttc

    i’m a big soccer fan & dont mind the sponsors on those jerseys..however, i think it would not look good on NBA shirts..i mean those Lakers, Bulls, Knicks or Celtics jerseys are timeless & classic, nobody should touch those..& believe me, sales would plummet, especially overseas..

  • sammy ETO’ONAIL

    MADNESS.

  • http://www.twitter.com/TheDiesel Anton

    Miami Heat – brought to you by the Ford Pinto.

  • Balls

    This shiet ain’t Nascar, let’s keep it clean.

  • http://www.nesn.com/2012/02/kobe-bryant-says-hes-better-than-michael-jordan-second-to-wilt-chamberlain-as-best-nba-player-ever-v.html shutup

    This is not a good look, probably makes sense from a business standpoint, but I hope this gets voted down. And yes even futbol or soccer jerseys look tacky with the ads they have on it, it would be sad to see the NBA be the first major pro league in the US to do it.

  • http://www.acb.com A l a n

    Hope they don’t make it there. I hate logos in football jersey too, but that doesn’t mean I don’t buy them…

  • http://cnbc.com JTaylor21

    People still wear jerseys?

  • http://www.nesn.com/2012/02/kobe-bryant-says-hes-better-than-michael-jordan-second-to-wilt-chamberlain-as-best-nba-player-ever-v.html shutup

    I think grown men look like clowns rockin a bright yellow M&M Nascar Jacket, I could care less if it matches your shoes.

  • Heals

    Ha Aizen, never woulda guessed that. Good ole’ USA where a nip slip sends the country into a state of shock, but a primetime show is called GCB!?!?

  • http://slamonline.com The Black Rick Kamla

    ….im on the fence as it is…..they start advertising on jersey and I ain’t watching league ball anymore…..that would be the straw

  • jbone23

    Screw this, and definitely screw the court ads too. The beauty of the game has something to do with a ‘pure’ product (even though we are already tainted with single on-court sponsorships and the rotating banner on the scorer’s table). Having a busy court takes away from the visual appeal and beauty of basketball. It would make the NBA look more like the cheap-looking, colored courts of some streetball, slamball, and pick-up games. The grains of the hardwood have class and need to remain in tact, even more-so than the jerseys, in my opinion.

  • jbone23

    And word to @JTaylor21. Jerseys have become nerdy, trashy and played out. Keep up with the times people! But jerseys will eventually make a comeback, as everything does….

  • Charles Burnes

    It’s a s bad an Idea as Putting corprate name on stadiums, the United Center is not as homely as Chicago Stadium, I miss comisky park. I would never pay full price, up to $100 to sell crap on my chest, I bought the Rose Jersey Because I am a Fan of Rose and the Bulls. If there was a McDonalds Logo on it, or any other, they would have to pass Jersey’s out for free to get me to wear on. Horrible Idea. Corporate logos did not make tickets cheaper, actually made it more expensive than City controlled stadiums, so expect the price of Jerseys to go way up, but sales will go way down,

  • Brad09

    jtaylor your hella dope dude, hipsters like you no whats good. Just keep up with the trends and hope to fall in line with everyone else. DOPE DUDE

  • LA Huey

    It’ll defintely ruin NBA basketball. Remember how the FG% dropped and turnover rates increased when the Bulls transitioned from Chicago stadium to The United Center, the Lakers went from The Forum into Staples Center, and the Spurs from The Alamodome into the AT&T Center?

  • Shifty

    This will ruin the image of that everyone has of the nba. Teams like the lakers and the Knicks, the celtics even the bulls really have iconic jerseys because they haven’t changed much trough the years, the clerics ones still look very similar back in 1970 to what they do today. It’s that image that has been constant. Putting brands or logos on the jerseys will ruin this. Last thing I wanna see is On My celtics jerseys is under the name celtics a fricken boost mobile or taco bell logo. Or under Garnett a small number 5 with a massive Samsung or chev logo. It’s downright disgusting to think of that. I will never buy another jersey if it is going to be like that. It will ruin the image that the nba has imo. And imagine the shorts…….think about the shorts! Next minute they will be putting more logos on the socks, shooting sleeves, headbands……come on NBA just don’t cave in. Please I dot want to hae to buy a lot of jerseys now before stupid logos get put on it!

  • Shifty

    Celtics not clerics sorry. Auto correcto

  • Shifty

    Celtics sorry. Not clerics. Stupid auto correcto

  • Allday

    bad idea you will ruin what ever vintage look the NBA still carries

  • http://twitter.com/master_bather master bather

    just a matter of layout and design: won’t look good on a hoop jersey; the futbol kits are pretty much ok to handle ads on it. just a matter of time.

  • Dj Taste

    Add me to the petition of people who would never buy a jersey again (unless it was a Washington Bullets jersey brought to you by the fine people at Heckler and Koch).

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