It was only a matter of time until this happened. They will never get to the level of soccer jerseys, but it does start #sponsors, #ads, and #brands. Any thoughts?
National Basketball Association owners approved advertising on uniform jerseys for the first time in league history, according to the NBA. A three-year pilot program for the ads, in the form of 2.5-by-2.5-inch patches, will begin in the 2017-18 season, which coincides with Nike replacing Adidas as the league’s official uniform supplier.
“Jersey sponsorships provide deeper engagement with partners looking to build a unique association with our teams,” NBA Commissioner Adam Silver said in a statement. “The additional investment will help grow the game in exciting new ways,”
The ads will generate about $150 million in total revenue per year, according to people familiar with league and team operations. Teams will keep half of what the ads generate, and the other half will be put into a revenue-sharing pool. Successful teams that make more national TV appearances -- and teams with bigger international audiences -- can make more money from a company seeking to put its logo on a uniform.
The league has been moving toward advertising on uniforms for years. Teams in Major League Soccer and the WNBA already have company logos on their uniforms, similar with those in the English Premier League.
Major League Baseball has allowed uniform advertising during some games overseas, and National Football League teams have had ads on practice jerseys.
Jersey sponsorships provide deeper engagement with partners looking to build a unique association with our teams and the additional investment will help grow the game in exciting new ways," said NBA Commissioner Adam Silver. "We're always thinking about innovative ways the NBA can remain competitive in a global marketplace, and we are excited to see the results of this three-year trial."
The sponsor patch will not appear on the retail versions of the player jerseys but teams will have the option to sell the jerseys with sponsor patches in their own retail outlets.
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Dallas Mavericks owner Mark Cuban has been a strong supporter of the idea for years. In 2012, he said, "I've been trying to tell [the NBA], if someone wants to give us $10 million, I'll make it happen.
