A big change coming to the NBA, but it has nothing to do with the rules of the game.
Starting next season, the league will allow teams to plaster corporate logos on jerseys, akin to what is done in European soccer, but on a much smaller level.
A 2.5-by-2.5-inch advertising patch will be allowed, as part of a three year trial.
UTSA Marketing Professor David Bojanic says this has been done with great success in professional tennis and NASCAR racing. But with the wide reach and pop culture prominence that comes with one of the big four sports leagues, where do you draw the line?
“You have a ten year old kid watching the game and seeing Budweiser every game. They see it around the stadium anyway, but at what point do you say, from an ethical standpoint or corporate responsibility standpoint, where do you draw the line?”
So far, the Sacramento Kings, Philadelphia 76ers and Boston Celtics have agreed to sponsorship deals. Like every team the San Antonio Spurs are considering their options, but have not found the right partner.
Bojanic says, unlike most NBA teams, they’ll be able to demand top dollar, thanks to their success and reach.
“The Spurs have a loyal fan base, and even have an international fan base. That’s the way the teams are going to sell it: How many people watch our games,” he explains.
While the NBA is just dipping their toe in this form of marketing, it’s already been done in their developmental league.
In 2015, The Austin Spurs expanded their partnership with Central Texas Pain Center that included moving the pain relief specialist’s logo from the back of the team’s jerseys to a more prominent location on the front.