Playoff fever is in the NBA air. Teams are battling for positions. Yet this year is a special year—not because of the play on the field, but the wearing of the corporate sponsored jerseys.
The 2016 NBA Draft, presented by State Farm, was held at the Barclays Center.
Many were worried that the corporate sponsors would take a NASCAR approach. The most stylish men on the planet are NBA stars, so I’m sure the sponsorships must always be as stylish as a logo can be on a uniform.
According to the NBA commission, the sponsorships could bring in a $100 million and that will be split between players and the teams—okay, forget about stylish. We are talking big money.
But in a surprising turn of events, Utah-based Qualtrics signed a 3-year deal and decided to promote its in-house charity, “5 for the Fight” (cancer research). The Sacramento Kings Blue Diamond and the Boston Celtics GE logos look rather respectable (GE is estimated at $7 million a year). Plus, soccer fans know that sponsor logos can actually make jerseys worth more and collectible. The 3-year deals that were signed (this is only a 3-year pilot program of the NBA) make the jerseys valuable if the teams change the sponsorship logo.
I have no problem with the sponsorships. It is a great way to brand an organization, and if you go to an NBA game, there are sponsorships and logos at every turn in every place you look. And Nike, Adidas and Under Armour have had logos on NBA players for a long time.