Friday, April 15, 2016

NBA Approves On-Jersey Advertising

The future of the NBA?

Earlier today, the NBA's board of governors approved a three-year probationary period to allow teams to sell advertising space on their jerseys. The program will start in the 2017-2018 season.

The advertising will consist of one 2.5-by-2.5 inch patch that will be inserted on the upper-right or the upper-left hand side of the jersey. During that season, Nike replaces Adidas as creator and producer of all game-worn jerseys for every NBA team, their swoosh symbol will appear on the opposite side of the advertising.

Adam Silver, the NBA commissioner had this to say about the new NBA on-jersey advertising program...."It's manifest destiny. So let's begin by saying this isn't going to affect the competition. What we're talking about is a patch on the jersey. And one of the reasons we want to do it, is to create an additional investment for those companies in the league."

The NBA currently offers advertising space for their practice jerseys. They will be the first of the four major professional sports to offer regular season advertising on their uniforms.

Nobody does jersey sponsorship like soccer, could the NBA be next?

The Bottom Line: I'm sure many people will consider this move by the NBA to be a form of selling out. However, at the end of the day, the NBA is a business before anything else, and the purpose of a business to offer a quality product with the least amount of markup. I think it's a brilliant move by the NBA, and the other 3 major American sports would be wise to follow suit. -EE

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