NBA to follow NFL's lead, put ads on practice jerseys

[drj983]

The end is near. I just love how casually they rely on the argument "well, they do it in Europe, so it must be okay." I myself prefer a more normative argument: "giant ads across the front of your jerseys look horrible, weaken team branding and culture, and have the potential to alienate fans and purchasers, so we should continue not do it."

This damn recession is really starting to annoy me. After watching its wrath felt in all sorts of places I don't care about, it's starting to touch home some place close to home. (Yes, I am being facetious . . . but not completely).

http://www.usatoday.com/sports/2009-07-28-jersey-ads_N.htm

By A.J. Perez and Michael McCarthy, USA TODAY

The hunger for new revenue during the economic downturn has the NBA and NHL entertaining the once-taboo prospect of corporate sponsorships for game uniforms.

Beginning this season the NBA will let teams sell ads on their practice jerseys, says deputy commissioner Adam Silver, who adds the league is continuing to explore the issue of ads on game jerseys.

"We are operating a diverse business all around the world," Silver says. "(The sponsored game jersey) is a well-established practice in other countries. Ultimately, I think our fans will come to accept it."

NHL chief operating officer John Collins says the league might put ads on game jerseys for the right price.

The NFL's Tennessee Titans have had a small patch for a local hospital on their practice jerseys since relocating from Houston more than a decade ago, and the league put rules in place last spring to permit the activity league-wide. Five teams ? the New York Jets, New York Giants, Indianapolis Colts, St. Louis Rams and Chicago Bears ? have taken advantage, NFL spokesman Brian McCarthy says.

The Jets will get more than $2 million a year from a deal with Atlantic Health that includes practice uniform patches and its name on the team's training facility, says Matthew Higgins, the team's executive vice president of business operations.

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McCarthy says the NFL initiative excludes certain products, including those of alcohol, tobacco and casino companies.

The NBA is in the process of developing its guidelines, says NBA spokesman Mike Bass. WNBA teams were allowed to sell ads on game jerseys this season and two teams took advantage. The WNBA's Phoenix Mercury and Los Angeles Sparks featured LifeLock and Farmer's Insurance, respectively, prominently featured on the front.

At least one team owner would like to see the same in the NBA.

"Times are different," says Joe Maloof, whose family company owns the NBA's Sacramento Kings and WNBA's Monarchs. "It's a new economic climate now. Any time you can generate revenue in the right way, you should be able to do it. You have to. If we can find the right partner, why not?"

Says Silver: "In terms of a business model, we want to make sure that we aren't transferring dollars to the jersey from arena naming rights or another advertising. You have to look at the marketplace to determine if it's incremental money that's not already being spent (on the NBA) and we're not just moving money around from one platform to another.

"It's a direction all teams are moving. With the advent to TiVo and the enormous number of channel and website choices, it's become incredibly hard to hold the attention of the viewer during commercial breaks. It's easier in live sports where viewers are more likely to stay with the program than change the channel. We have been in the product placement business from the beginning."

Major League Baseball has no plans to add such advertising, says MLB president Bob DuPuy.

The NHL ? which pushed the envelope 30 years ago by allowing teams to sell advertising on the boards ? is going high-tech to attract corporate dollars by offering marketers the chance to insert so-called "virtual" ads inside national game telecasts on NBC and Versus. These computer-generated signs, typically superimposed on the crowd, are only visible to TV viewers. and not to fans at the game.

"As with anything new, you weigh tradition with the commercialization of sports," NHL deputy commissioner Bill Daly says. "Obviously, sports are becoming more commercialized each and every year. We have that debate internally all the time. Where do you draw the line? How much is too much? You have to protect the look and feel of the game. You look at professional hockey played in Europe and there's advertising on jerseys and on the ice. You can have so much advertising on the ice that it can be distracting to players. There's a balance there."

Major League Soccer has accepted a more European model.

After MLS gave the green light to teams, the Los Angeles Galaxy sold the front of their game jerseys to sponsor Herbalife in 2007. Now, most MLS teams wear game jerseys with a large ad on the front. "In the soccer world," Garber says, "sponsorship on jersey fronts is part of the DNA of the sport. Nobody outside the U.S. looks at that as abnormal."

[Bmac]

I say keep buissiness away from sports. (even though sports are now a regular buisssiness)

[BadSeed84]

europe also drives on the left side of the road. doesnt mean we should do that.

so that "europe does it" excuse is crap.

[BrySmalls]

The apocalypse has begun.

[schlim]

europe also drives on the left side of the road. doesnt mean we should do that.

so that "europe does it" excuse is crap.

The UK and Ireland actually drive on the left, the rest of the continent drives on the right. Originally everyone drove on the left, but Napoleon was instrumental in spreading driving on the right throughout Europe.

[The_Admiral]

I already made a joke about Europe driving on the left, and I used the Shift key, so I did it better.

EDIT: Wait, maybe I didn't.

EDIT: Yes I did.

It seems like these "relegate these losers!" refrains are more based in catharsis and populist rabblerousing than anything rational. There's no way that system could ever be installed here. You can say "it works fine in England!," but so does driving on the left side of the road, and attempting either one would generate more or less the same result.

Anyway, advertising on uniforms is everything DRJ said it is, and I don't care what the EPL does, because their soccer uniforms are all meaningless to me. They don't even match!

[JStamper]

I already made a joke about Europe driving on the left, and I used the Shift key, so I did it better.

EDIT: Wait, maybe I didn't.

EDIT: Yes I did.

It seems like these "relegate these losers!" refrains are more based in catharsis and populist rabblerousing than anything rational. There's no way that system could ever be installed here. You can say "it works fine in England!," but so does driving on the left side of the road, and attempting either one would generate more or less the same result.

Anyway, advertising on uniforms is everything DRJ said it is, and I don't care what the EPL does, because their soccer uniforms are all meaningless to me. They don't even match!

The day they start putting corporate logos on game uniforms is the last day I will ever spend my money on another jersey

[AHcreative]

The NFL doesn't allow corporate logos on game jerseys though, just the practice. So we're safe for now, hopefully the NFL stays strong as well. I don't mind the ads on the practice jerseys, I just pray to God that that they never make it onto game-worn uniforms.

[xxjdm66]

To all the Joe six packs out there. These mulit-billionaire owners don't care, these sponsorships are going to happen sooner or later. You can bitch and complain and say you're not going to buy a jersey and sob like a five year old, but when a team like Manchester United can get $14 million a season for a sponsorship you can bet that Malcolm Glazer (tampa bay bucaneers owner) will be smiling. Corporate America is taking over sports, just look at your stadiums out there. It will happen SOONER or LATER. This is America where the mighty dollar sign shines.

Rant over

[Coast2CoastAM2006]

To all the Joe six packs out there. These mulit-billionaire owners don't care, these sponsorships are going to happen sooner or later. You can bitch and complain and say you're not going to buy a jersey and sob like a five year old, but when a team like Manchester United can get $14 million a season for a sponsorship you can bet that Malcolm Glazer (tampa bay bucaneers owner) will be smiling. Corporate America is taking over sports, just look at your stadiums out there. It will happen SOONER or LATER. This is America where the mighty dollar sign shines.

Rant over

good then lets inspire a communist revolution and eat the rich brought to you by Motorhead.

[Discogod]

As one of the few Brits here, I feel I need to add my 2 pence.

Yes, football uniforms have had sponsorship here since the late '70s. Yes, rugby, basketball and hockey uniforms have sponsors' logos. Yes, we have come to accept it as part of sports culture. Doesn't mean we like it. It's a nessecary evil, and, given the choice most fans (and a few teams) would scrap it altogether. Hell, the reaction teams like Aston Villa & Manchesters Utd & City got when they went sponsorless for a few games last season is enough to tell you that.

OK, put sponsors on practice jerseys. Hell, put 'em on warmups if you have to, just leave 'em off the uniforms.

[xxjdm66]

To all the Joe six packs out there. These mulit-billionaire owners don't care, these sponsorships are going to happen sooner or later. You can bitch and complain and say you're not going to buy a jersey and sob like a five year old, but when a team like Manchester United can get $14 million a season for a sponsorship you can bet that Malcolm Glazer (tampa bay bucaneers owner) will be smiling. Corporate America is taking over sports, just look at your stadiums out there. It will happen SOONER or LATER. This is America where the mighty dollar sign shines.

Rant over

good then lets inspire a communist revolution and eat the rich brought to you by Motorhead.

So you commie pinkos want to take over the world, again?

[raysox]

Well IMO, ads won't ruin everything. If the ads don't interfere with the design of the jersey itself, then let them have it. But I approve of ads on Football, and Soccer jerseys only(I type this with a big samsung logo on my chest).

For soccer, it just takes up space instead of being blank which is fine by me. And with football, why not? This looks fine to me.

But there has to be a limit on the ads. 1 or 2 is fine, but this is ridiculous.

[Coast2CoastAM2006]

But there has to be a limit on the ads. 1 or 2 is fine, but this is ridiculous.

i can't wait to see what happens when the leafs and the canadiens trot uniforms looking like that. better yet, I'd love to see the yankees and redsox with ads all over the uniforms.

i suspect the 'khaaaan' gif would be appropriate.

[OpaqueChicken]

Baseball will have ads on their jerseys, just not the companies were thinking. They will have the logos of their steriod suppliers.

[TheRealPepman]

Ugh, WNBAish? Better if they put it instead on the homecourt floor or in the digital signages. Ugh, we're playing for cities, not for sponsors.

[drj983]

Ugh, WNBAish? Better if they put it instead on the homecourt floor or in the digital signages. Ugh, we're playing for cities, not for sponsors.

That's exactly how I feel - I always thought of jerseys/uniforms as a kind of "battle colors." You wouldn't expect an army to go into the field of battle with "Samsung Mobile" across their chests - likewise, a team shouldn't be expected to either.

Put the ads anywhere else - I know that we're going to be looking at them anyway - but it just seems like the jersey should be kept free and clear.

[The_Admiral]

Baseball will have ads on their jerseys, just not the companies were thinking. They will have the logos of their steriod suppliers.

[Jigga]

Ugh, WNBAish? Better if they put it instead on the homecourt floor or in the digital signages. Ugh, we're playing for cities, not for sponsors.

That's exactly how I feel - I always thought of jerseys/uniforms as a kind of "battle colors." You wouldn't expect an army to go into the field of battle with "Samsung Mobile" across their chests - likewise, a team shouldn't be expected to either.

Put the ads anywhere else - I know that we're going to be looking at them anyway - but it just seems like the jersey should be kept free and clear.

Dude, really? THAT'S the comparison you want to make?

[Survival79]

We talkin' about practice [jerseys], man.

We not talkin' about the game [jerseys].

We talkin' about practice [jerseys].