Brand managers set their sights on NBA jerseys

Basketball players will soon be walking advertisements—and could offer ample airtime for big-time brands looking for exposure.

Ragan Insider Premium Content
Ragan Insider Content

The National Basketball Association could become the first major U.S. sports league to allow corporate sponsorship—and an opportunity for marketers—on its jerseys.

Last week, league owners approved a three-year deal that will reportedly bring up to $150 million in added revenue each year. The ads will be displayed on the players’ left shoulder in a 2.5-inch by 2.5-inch patch. The pilot program is expected to start with the 2017-18 season.

Foreign soccer leagues already allow for corporate sponsorships prominently displayed across the players’ chests. Airlines, banks, tourism bureaus and more have found success in partnering with these clubs. Stateside, NASCAR has basically become synonymous with corporate sponsorship. The NFL started allowing corporate sponsorship on practice jerseys a few years ago. RELATED: How to eliminate corporate jargon and drive business performance with improved communications techniques.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.