It’s a touchy topic, one that involves balancing some of the most
influential league constituencies and addressing some thorny questions:
Would uniform patches be league or team inventory? Will NBA broadcasters
TNT and ESPN/ABC, or even uniform rights holder Adidas, want a piece of
the action? Would the league take a PR hit as the first to accept
non-endemic ads on uniforms?
Kobe Bryant with something other than "Lakers" across his chest? That would be a shock. (AP Photo)
Of course, the most important issue is also the most basic. “The
most appropriate question and the answer we’re all waiting for is, ‘What
is it worth?’” said Golden State Warriors president and COO Rick Welts,
who did the WNBA’s first uniform advertising deal between the Phoenix
Mercury and LifeLock in 2009. “I am not suggesting this is an easy
issue, but I feel like it is inevitable. We just have to agree on value
and what it would look like.”
In the case of the Mercury, the biggest logo on its uniform became
LifeLock’s across-the-chest jersey patch, while the team logo on the
jersey shrank to about the same size as the Adidas logo. The WNBA
followed suit last year, with a Boost Mobile ad patch deal on the
uniforms of 10 of the league’s 12 teams.
A study released last year by Horizon Media calculated that a brand
logo across the middle of an NBA team’s jersey occupying 3.5 percent of
the TV screen would produce $31.18 million in exposure value.
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