NBA Considering Ad Sponsors on Jerseys
David AstramskasAka VincentDa & RedApples fka Expiredpineapples. My alter-ego is a digital-marketing guy in Houston. Won editing awards & created obsolete flash websites that have been featured in mags like Sports Illustrated. Studied film & women at FSU during the golden age of hip-hop. Collects records, laserdiscs, sports memorabilia & toys. Father of 2 daughters that are more athletic and popular on YouTube.
Follow @David Astramskas | March 7th, 2012 | 1,094 Views
When Spiderman 2 was coming out in theaters there was a big marketing push by the studios to partners up with the MLB and place ads on the bases. Baseball fans and players were outraged. The bases remained white and the film only grossed 700+ million worldwide.
Then in 2009, the topic came up with the NBA about going the Nascar route and having sponsors on the player jerseys. As tempting as sticking a Dunkin Donuts logo on Shaq’s jersey, discussions didn’t last any longer than Shaq playing with 1 team although the Phoenix Suns did make a deal with the Annexus Group to sponsor their practice jerseys.
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Less than two years later the WNBA made the announcement that they will be showing off brands on their jerseys. Boost Mobile was the first company to strike a deal with the WNBA by agreeing to a multi-year deal for 10 of the 12 teams. Bing and other sponsors soon followed. Now if the thought of placing a logo on a jump shooter in a half empty arena sounded appealing to some of the biggest brands in the world, how do you think they feel about the opportunity to place their logo on a lob city play of the day?
Now it looks like the NBA is ready to make that leap as they will meet next month to discuss the new revenue generator. 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. That’s not considering the countless reruns of plays on sports networks and online. YouTube alone will produce millions of views on every great play on a daily basis. No sport has it’s footage “bootlegged” and redistributed more than the NBA.
So who’s ready to see Rogaine on LeBron’s jersey?