If you recall, two weeks ago, the NBA announced that it will be selling ad space on players’ jerseys beginning in the 2013-2014 season, which had some immediately crying foul. Anyhow, Matt Dzamba, group account director at L.A. shop Zambezi, has decided to weigh on the Association’s decision. Take it away, sir.
The recent announcement that NBA teams will be able to sell–as early as the ’13-’14 season– sponsored patches on team jerseys worn during games is nothing new in professional sports. But unlike their international brethren, the NBA has a narrow space for sale: a 2×2-inch patch on any jersey’s front left upper corner.
How will this move impact the Association’s stakeholders?
Sports marketing sponsorships are for brands that want to generate a positive association by drafting off an audience’s emotional attachment to a sports entity (team, athlete or league). Fans may not care either way about car insurance, shampoo, or deodorant but they live and die with their teams and favorite players. By purchasing patches on in-game team jerseys, companies will be able to piggyback every game, every highlight, every photo, not to mention team superstars (including their jerseys sold at retail).