NBA Jerseys Sell Ad Space

Posted on March 28, 2012


What better way to sell a Mercedes than off the chest of Kobe Bryant?


The idea of selling ad space on game jerseys is not a new concept, and this April 12th NBA owners will gather to re-address it as an option. During their last bitter labor dispute in the fall, NBA Commissioner David Stern addressed the facts that the league was losing more than $300 million a year. While collective bargaining has helped owners to control costs, many are still in desperate need of a revenue boost. Many think that ad space will be the answer.


But what is 3 inch space on a jersey really worth? Front Row Marketing Services, whose parent company, Comcast-Spectator, runs 11 regional sports networks and once owned the Philadelphia 76ers believes that bearing a logo would cost companies anywhere from $1.2 million to $7.5 million per year.


Horizon Media conducted a study last year which put the annual value of television exposure of the space across an NBA jersey’s chest from $4.1 million for the LA Lakers to $300,000 for the Minnesota Timberwolves. But as history shows, whatever the cost, there will always be bidders. European soccer is a great example; clubs like Manchester United make more than $30 million a year in uniform deals.


What will the fans think? Regardless of any animosity, most fans would rather watch their players as live action commercials than pay a huge increase for tickets. The biggest issue at hand would be upsetting current sponsors and TV partners. For instance, could a team with Southwest Airlines on its Jersey play at American Airlines Arena in Miami?

In a case like this one, companies will need to consider their brands and where the best place to market them are. For businesses with multiple brands and multiple marketing areas, the best way to plan, organize, and keep track of their efforts would be through the use of visual tools. MarketMAPS provides businesses with accurate geography and custom graphics like icons, labels, logos, colors, and more in order to make their business stand out.

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