NBA creeps closer to logos on jerseys
Board of governors okays a proposal for a small shoulder patch
July 23, 2012
The NBA is poised to join the ranks of Major League Soccer, NASCAR and its sister league, the WNBA, in putting logos on its uniforms.
Uniform logos have been rumored for years, and now the league has moved another step closer to approving the move.
During an NBA board of governors meeting yesterday, the jersey logo proposal received unanimous support and was sent on to the owners' planning committee, which will work up guidelines for the program.
That could be approved in September, and the logos then would make their debut for the 2013-'14 season, according to CBSSports.com.
The logos would be on patches measuring 2.5 inches by 2.5 inches and appear on the left shoulder of the uniform.
The decision comes at a time when the NBA is search for additional revenue streams. Roughly two thirds of the league's teams are losing money, and last year's lockout, while not ultimately as long as the 1999 one, cost the owners hundreds of millions of dollars.
The idea of adding logos to uniforms picked up momentum earlier this year, when mockups of the proposed uniforms were displayed at the spring owners meeting.
Though logos on team uniforms are common in other countries, and have already been employed by some smaller sports leagues in the United States, the NBA would be the first of the so-called big four leagues to adopt the uniform sponsorships.
Major League Baseball toyed with the idea more than a decade ago but never adopted it. And the NFL and NHL do not have any logo patches.
The revenue earned from the patches would vary by team, depending on their popularity and television exposure.
An advertiser would pay more for, say, the Los Angeles Lakers, a top team that hails from a big TV market and gets lots of national coverage, than, say, the less-popular Toronto Raptors.
Sports marketing experts say that the value to top teams could be up to $10 million to $15 million per year.
Years ago such a decision might have inspired protests from fans. But sponsorship deals have infringed on so many parts of life in recent years, from schools to stadiums to airports, that jersey logos were seen as inevitable since long before yesterday's vote.
Where the real TV growth is: Down the dial
Rip-roaring week for cable, led by the zombies
Surprise: The hottest SVOD network is not Netflix
Media Life’s Digital Media Transparency Initiative
It’s here: Media Life’s new sports newsletter
Meet the crew who can save you on Mount Everest
Study: Agency morale falls off a cliff
On the horizon, layoffs at WSJ and Barron’s
‘Man With a Plan’ off to a decent start on CBS
Programming blog: What’s canceled and renewed
Here they are, this TV season’s biggest DVR gainers
For YouTube, a looming battle over music rights
NBA tips off with a rise in CPMs and tighter inventory
- Jenine Vadillo and Jessica Robb join MeringCarson
- Whit Haskel rises to Fox Sports SVP of brand marketing
- Rosemary Winters joins KMGi as EVP of growth and business development
- Mahesh Samat heading up Walt Disney Company in India
- Juan Devis becomes chief creative officer at KCETLink Media Group
- Rachel Webber becomes EVP of digital product at National Geographic Partners
- Justin Warner hosting ‘ChefShock’ on Twitch livestreaming platform
- Leyla Santiago joins CNN as correspondent in Mexico City
- Pentatonix playing opener for NBC’s ‘Thursday Night Football’
- ‘Simpsons’ producer Kevin Curran dies at age 59
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This month’s digital traffic data: August 2016
This week’s daypart ratings
This month’s new media traffic data
Search and analytics manager job in Columbus
Stamford agency needs a mass media manager
Media traffic specialist position in Stamford
Wanted: Cross channel media reporting analyst
Media research analyst opening in Stamford