NBA Practice Jerseys to Display Ads, Gameday Jerseys Next?

Shapecity · Jul 30, 2009

The hunger for new revenue during the economic downturn has the NBA and NHL entertaining the once-taboo prospect of corporate sponsorships for game uniforms.
Beginning this season the NBA will let teams sell ads on their practice jerseys, says deputy commissioner Adam Silver, who adds the league is continuing to explore the issue of ads on game jerseys.

"We are operating a diverse business all around the world," Silver says. "(The sponsored game jersey) is a well-established practice in other countries. Ultimately, I think our fans will come to accept it."

NHL chief operating officer John Collins says the league might put ads on game jerseys for the right price.

The NFL's Tennessee Titans have had a small patch for a local hospital on their practice jerseys since relocating from Houston more than a decade ago, and the league put rules in place last spring to permit the activity league-wide. Five teams — the New York Jets, New York Giants, Indianapolis Colts, St. Louis Rams and Chicago Bears — have taken advantage, NFL spokesman Brian McCarthy says.

The Jets will get more than $2 million a year from a deal with Atlantic Health that includes practice uniform patches and its name on the team's training facility, says Matthew Higgins, the team's executive vice president of business operations.

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McCarthy says the NFL initiative excludes certain products, including those of alcohol, tobacco and casino companies.

The NBA is in the process of developing its guidelines, says NBA spokesman Mike Bass. WNBA teams were allowed to sell ads on game jerseys this season and two teams took advantage. The WNBA's Phoenix Mercury and Los Angeles Sparks featured LifeLock and Farmer's Insurance, respectively, prominently featured on the front.

At least one team owner would like to see the same in the NBA.

"Times are different," says Joe Maloof, whose family company owns the NBA's Sacramento Kings and WNBA's Monarchs. "It's a new economic climate now. Any time you can generate revenue in the right way, you should be able to do it. You have to. If we can find the right partner, why not?"

Says Silver: "In terms of a business model, we want to make sure that we aren't transferring dollars to the jersey from arena naming rights or another advertising. You have to look at the marketplace to determine if it's incremental money that's not already being spent (on the NBA) and we're not just moving money around from one platform to another.

"It's a direction all teams are moving. With the advent to TiVo and the enormous number of channel and website choices, it's become incredibly hard to hold the attention of the viewer during commercial breaks. It's easier in live sports where viewers are more likely to stay with the program than change the channel. We have been in the product placement business from the beginning."

Major League Baseball has no plans to add such advertising, says MLB president Bob DuPuy.

The NHL — which pushed the envelope 30 years ago by allowing teams to sell advertising on the boards — is going high-tech to attract corporate dollars by offering marketers the chance to insert so-called "virtual" ads inside national game telecasts on NBC and Versus. These computer-generated signs, typically superimposed on the crowd, are only visible to TV viewers. and not to fans at the game.

"As with anything new, you weigh tradition with the commercialization of sports," NHL deputy commissioner Bill Daly says. "Obviously, sports are becoming more commercialized each and every year. We have that debate internally all the time. Where do you draw the line? How much is too much? You have to protect the look and feel of the game. You look at professional hockey played in Europe and there's advertising on jerseys and on the ice. You can have so much advertising on the ice that it can be distracting to players. There's a balance there."

Major League Soccer has accepted a more European model.

After MLS gave the green light to teams, the Los Angeles Galaxy sold the front of their game jerseys to sponsor Herbalife in 2007. Now, most MLS teams wear game jerseys with a large ad on the front. "In the soccer world," Garber says, "sponsorship on jersey fronts is part of the DNA of the sport. Nobody outside the U.S. looks at that as abnormal."
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Source: USAToday

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NBA Practice Jerseys to Display Ads, Gameday Jerseys Next?

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