Interviews & Articles
Millsport's senior sports business executives are available for interviews, commentary, and analysis on a number of sports marketing and sponsorship topics. To arrange an interview, please contact Chris Anderson at (214) 259-3290.
Sponsoring game jerseys
Jun 4, 2009
Change is the law of life
by Darin David
Millsport
The big four professional leagues (NFL, MLB, NBA, NHL) are holding to their policies of not allowing sponsor names or logos on jerseys. This is partly due to tradition, but also a matter of aesthetics and branding. The closest they have come is to include subtle apparel logos for Nike, Reebok and uniform manufacturers.
However, as with everything in the sports marketing world, it only seems to be a matter of time or a matter of necessity that jerseys will come into play. Economic pressure is causing teams, leagues and properties to seek new revenue streams. One of those streams is adding sponsor logos to jerseys.
The immediate impact is hitting secondary leagues. Most Major League Soccer teams have corporate logos on their jerseys and one (New York) carries a brand name (Red Bull) as its team name. But soccer is somewhat unique in that logos on the front of jerseys are commonplace in Europe, Mexico, and South America.
The NBA-supported WNBA made a splash recently when its Phoenix franchise added a sponsor's logo to the team's uniforms. And the Arena Football League has long featured sponsor logos on team game jerseys.
The last place you would expect to see this happen is the NFL, but it is taking a step in that direction as well, albeit in a limited form, with practice jerseys. Call it opportunistic or selling out, but uniforms are prime real estate for logo space.
If the Big Four were to adopt full-jersey sponsorships, there would be an impact on fans and, potentially, a temporary backlash. For teams with a rich uniform tradition (e.g., the Green Bay Packers), what the team wears is synonymous with the identity of the team and the team’s brand.
Allowing a sponsor to tread on that is like intruding on hallowed ground, which is why leagues and sponsors alike should take a long, hard look at the potential ramifications. They may be jeopardizing their brand and the affections of their loyal fans.
Secondary leagues, ones without the heritage or intensely loyal fan base, are given more latitude. But in the words of JFK, "Change is the law of life."
