Company Logos on Jerseys? No Sweat, Say the Suits

[-Slap-]

Company Logos on Jerseys? No Sweat, Say the Suits (http://www.nytimes.com/2005/05/26/business/media/26adco.html)

By NAT IVES
Published: May 26, 2005

TOP executives in the National Basketball Association are suggesting that they would consider allowing advertiser logos to appear on player uniforms - if the price was right.

Advertisers already have a major presence on N.B.A. courts, with many players spinning and jumping in shoes from Nike, Reebok or whichever other company has paid for their endorsements. But fans cannot easily discern the brands on the floor.

Mark Cuban, the owner of the Dallas Mavericks, said in an e-mail interview that he liked the idea of logos on jerseys.

"Anything that creates new revenue sources is good for both the teams and the players," he said.

What about a potentially negative reaction from purists? "I never understood the concept of 'it cheapens the game,' " he said. "What does that really mean? That it helps minimize ticket price increases? The N.B.A. is a business, and the only mistake is not to seriously consider revenue forms that make it financially stable."

Unlike other major sports leagues in the United States, the N.B.A. has kept its jerseys sacrosanct so far, staving off even the logo of Reebok, which provides all N.B.A. uniforms.

A report yesterday by Bloomberg News, however, said that David Stern, the commissioner of the N.B.A., and others could foresee a day when that might change.

In a telephone interview yesterday, Mr. Stern said the league puts its team brands and the N.B.A. brand above all others. "We're not soliciting offers, and we're not actively pursuing the category," he said.

But N.B.A. team owners know that uniform sponsorship deals, particularly for soccer teams in Europe, are netting millions of dollars for other pro sports.

"At some point in the future, the N.B.A. owners will have a decision to make," Mr. Stern said. "In events that are broadcast around the world to 200 countries, there may come a time, in recognition of the exposure that the uniforms get, that there's a value proposition that would cause us to consider changing our policies."

Brett Yormark, the chief executive of the New Jersey Nets and a former Nascar executive, said the change would come. "It is certainly going to be a part of the evolution of sports marketing," he said. "Teams are looking to be a little bit more creative."

Incorporating logos into team uniforms, however, could be tricky.

Advertisers could irritate diehard fans, a risk they run any time that advertising annexes yet another part of American culture. Sports fans feel so intensely about their teams and identify so closely with players, moreover, that they may complain loudly.

Then again, that intensity and identification are the qualities that are drawing advertisers to sports in the first place.

"There is always going to be a certain percentage of the fan base that is going to reflect traditionalist viewpoints," said Don Hinchey, vice president for communications at the Bonham Group, a sports marketing company whose services include research and the negotiating of naming rights for stadiums. "They're the group that makes the most noise whenever a commercial deal is transacted."

Other fans are less concerned, Mr. Hinchey said. "We have found that many people recognize that sponsorship is an important part of the overall revenue structure for a professional sports franchise," he said.

Trip Wheeler, a senior vice president at the Radiate Sports Group, a division of the Radiate Group unit of the Omnicom Group, said logos on jerseys might not be worth what the N.B.A. would demand.

"If you asked fans what logos were on Major League Soccer or European soccer uniforms, I don't think they would be able to readily recall them," Mr. Wheeler said. "If it's just the logo, you don't get the impact. If it's called the Coca-Cola Bulls, now that's something."

Pathetic. No surprise that the league that saw its players use the American flag to cover their Reebok logos in the Olympics would stoop to this level. I'm eagerly awaiting the next conflict of corporate interests should this deal take place.

My favorite quote in the article was from Mark Cuban, while oozing slime from every pore in his body, ""I never understood the concept of 'it cheapens the game,' " he said. "What does that really mean? That it helps minimize ticket price increases? The N.B.A. is a business, and the only mistake is not to seriously consider revenue forms that make it financially stable."

Yeah, douchebag, you're going to take that money and use it to minimize ticket price increases. That's the number one priority for making this deal, right? Tell me another fairy tale.

[elsid13]

The soccer teams in rest of the world already do this. No big deal.

[baja]

I can't wait to see a Tampax add on the back of Berry Bonds Jersey

[delany]

If they are going to do this...I say go all out.

They SHOULD 'seriously consider revenue forms that make it financially stable'.

Why not go NASCARs way and plaster the entire bodies in ads/logos? It would mean more money right?

Krispy Kreme doughnuts would love to buy one of Shaq's ass checks.

[delany]

Why even pay the guys on Madison Ave to come up with this stuff?

I bet everyone here on the Mane could come up with the best product advertisement/player matching the NBA has ever seen.

[-Slap-]

The soccer teams in rest of the world already do this. No big deal.

So do the rednecks in Nascar. Doesn't make it right. Let me sew a Coca-Cola or Doritos patch on one of your Elway jerseys and see if you can appreciate the aesthetic.

International soccer brought us sports riots, too. Great role models there.

[baja]

There's a good off season thread idea = match the product with the player

examlpe = Jano with an Absolute Vodka logo

[-Slap-]

There's a good off season thread idea = match the product with the player

examlpe = Jano with an Absolute Vodka logo

Nah, Swedish piss. Columbus, Belvedere or Chopin, traditional Polish favorites for my boy Jano.

[Garcia Bronco]

This would be gay IMO

[RhymesayersDU]

Yeah, they were talking about this yesterday. So incredibly weak.

It won't happen though.

[Beantown Bronco]

The NFL already did this with the Nike swoosh on the sleeves. Was anyone complaining then?

[B-Love]

Mitchell and Ness could even capture a retro feel.

A Shawn Kemp jersey with a Trojan ad on the back.

[RhymesayersDU]

Mitchell and Ness could even capture a retro feel.

A Shawn Kemp jersey with a Trojan ad on the back.

LOL

[Rock Chalk]

Who cares. Like the jersey is what Im looking at when Im watching a game.

[Nuggets4]

I'm not a fan of this at all, but we know it's gonna happen. Soccer, NFLE, Neck-car.....it's unavoidable. Just not a good thing.

[-Slap-]

The NFL already did this with the Nike swoosh on the sleeves. Was anyone complaining then?

I think there's a difference between a manufacturer's logo on their own merchandise and a completely unrelated brand name buying ad space on the gear.

[Hogan11]

I'm not a fan of this at all, but we know it's gonna happen. Soccer, NFLE, Neck-car.....it's unavoidable. Just not a good thing.


Neither am I.......the other sports that do this look ridiculous IMO but what can one do against such jackals? We'll have to bend over and take it.

The purest is beset upon on all sides these days it appears.

[Rock Chalk]

Neither am I.......the other sports that do this look ridiculous IMO but what can one do against such jackals? We'll have to bend over and take it.

The purest is beset upon on all sides these days it appears.

Here's a tissue.

[Tredici]

The N.B.A. is a business, and the only mistake is not to seriously consider revenue forms that make it financially stable."

The only part of that sentence which is true is the part following the comma. I HATE when arrogant pricks to refer to Pro Sports Franchises as a business. It isn't even close. They are privately held for personal gain. Period.

[baja]

I think there's a difference between a manufacturer's logo on their own merchandise and a completely unrelated brand name buying ad space on the gear.

If that's the case than it should say "Made in China by underpaid over worked kids".

[Hogan11]

Here's a tissue.

After I blow my nose in it, you can have it back.

[Bronco LB 59]

One of the reasons why I can't stand watching MLS or Arena League football is because they are already covering the uniforms with ads.

To me, the uniform is sacred. Leave them alone.

I wonder if the greed of professional sports is going to eventually take away my love for the game. If I stopped following the pro sports, I would just consume myself in collegiate (including NAIA), minor league, semi-pro and youth athletics. I would go where sports is still "pure" and "fun" because the cost of following athletics on the professional level is going to continue to rise faster than your average American's wages.

[FADERPROOF]

Who cares. Like the jersey is what Im looking at when Im watching a game.

Especially considering you only watch for a month, as long as Houston is going to make the playoffs ;)

[MT-Tdawg]

I don't like this idea. The Denver "chicken" Nuggets? ???

[RhymesayersDU]

Especially considering you only watch for a month, as long as Houston is going to make the playoffs ;)

DF, you shouldn't even be talking here. It's your boy 'Bron who is causing all this. Every company wants a piece of King James Inc. :)

[Clockwork Orange]

Mitchell and Ness could even capture a retro feel.

A Shawn Kemp jersey with a Trojan ad on the back.

Along with McDonalds, Cheetos, Baskin Robbins, Dairy Queen, Popeyes & Taco Bell.

Sadly, you could put all of them on Shawn Klump's jersey and have room to spare.

[FADERPROOF]

DF, you shouldn't even be talking here. It's your boy 'Bron who is causing all this. Every company wants a piece of King James Inc. :)

Actually, I think the companies saw the 59 daily Nuggets threads here at OM and realizes that they can cash in big time, ;)

[Boogerboots]

http://svt.se/content/1/c6/32/52/24/frolunda_modo_411.jpghttp://www.dn.se/content/1/c6/32/50/64/frolunda_1.jpg

As you can see, it's worked well in euro league hockey. Please note the bumper stickers located on the helmets as well as the plentiful advertising space located around the legs and down the arms.

No hockey player can be tougher than you when you have SKODA written across your forehead!! ugh!~

[RhymesayersDU]

Actually, I think the companies saw the 59 daily Nuggets threads here at OM and realizes that they can cash in big time, ;)

Well yeah, they want a piece of the youngest, hottest team in the NBA. But that goes without saying. :-*

[TomServo]

ive been searching for a pic of some euro team-basketball i remember- whos entire jersey was Keloggs Corn Flakes----or should i say the future of american jerseys

[TD30]

If the NFL considered it you would have to raise the question "you can put an ad for a soda company on a jersey but PLummer can't honor a former teamate and fallen soldier by wearing his number on his helmet?"

[watermock]

The idea that logos might reduce or stabilize ticket pricing is totally ludicrous. A big enough lie that they will probably use it as a rationale. All it will mean is the 15 million per year contracts will go to 20.

Nascar teams NEED sponsors or there would only be a dozen cars that could compete, and it's been used for decades. Big difference. Also, it's a moving Billboard, that people at the race also use to identify the the cars. It's not unlike the numbers on the back of uniforms. The stone cold fact is while top drivers can rake in alot of cash, other teams desperately need their sponsor. Often, losing a sponsor can send the team to the garage never to return.

Players are allready using endorsements, LeBraun just pocketed 90 million from nike.

Who really benefits here? Anyone knows that the costs of advertising translate directly to the consumer.

I don't really mind a swoosh on a jersey, or a little rebock logo, but I don't need toothpaste and paint on the jerseys. Finally, there is such a rediculous amount of advertising as it is....the arena's are plastered with ads at every availabe camera angle allready. The newest craze is to act like your sports reporting, but it's alway "brought to you by..." I thought that was what commercial breaks were for, now sportsbroacasts have turned into hawkers...it's been so gradual, noone even really has realized sports is so indunated with lame commericals, it's to the point of overload allready.

How much money do these stars and owners think they can rip us off for? The golden goose of the NHL was killed, the NBA would have problems if they wern't raking in money hand over fist allready, but they will continue to fight for every dime of the fan till they see diminished returns. It's simple economics similiar to overtaxation. Eventually, your overall revenue will decline.

Personally, I refuse to pay 120 dollars for an on Sale pair of Nike's. Last time I went into a Nike factory outlet, they had freaking PLASTIC SHOES they were trying to sell for 50 bucks. A decent quality? pair is well over 100 dollars.

[Pat Bowlen]

Does this mean I should scrap the plans I had for putting OrangeMane logos on the jerseys this year?

[watermock]

Does this mean I should scrap the plans I had for putting OrangeMane logos on the jerseys this year?

Yeah, the Mane is a big moneymaker for T.J. :clown:

[baja]

The idea that logos might reduce or stabilize ticket pricing is totally ludicrous. A big enough lie that they will probably use it as a rationale. All it will mean is the 15 million per year contracts will go to 20.

Nascar teams NEED sponsors or there would only be a dozen cars that could compete, and it's been used for decades. Big difference. Also, it's a moving Billboard, that people at the race also use to identify the the cars. It's not unlike the numbers on the back of uniforms. The stone cold fact is while top drivers can rake in alot of cash, other teams desperately need their sponsor. Often, losing a sponsor can send the team to the garage never to return.

Players are allready using endorsements, LeBraun just pocketed 90 million from nike.

Who really benefits here? Anyone knows that the costs of advertising translate directly to the consumer.

I don't really mind a swoosh on a jersey, or a little rebock logo, but I don't need toothpaste and paint on the jerseys. Finally, there is such a rediculous amount of advertising as it is....the arena's are plastered with ads at every availabe camera angle allready. The newest craze is to act like your sports reporting, but it's alway "brought to you by..." I thought that was what commercial breaks were for, now sportsbroacasts have turned into hawkers...it's been so gradual, noone even really has realized sports is so indunated with lame commericals, it's to the point of overload allready.

How much money do these stars and owners think they can rip us off for? The golden goose of the NHL was killed, the NBA would have problems if they wern't raking in money hand over fist allready, but they will continue to fight for every dime of the fan till they see diminished returns. It's simple economics similiar to overtaxation. Eventually, your overall revenue will decline.

Personally, I refuse to pay 120 dollars for an on Sale pair of Nike's. Last time I went into a Nike factory outlet, they had freaking PLASTIC SHOES they were trying to sell for 50 bucks. A decent quality? pair is well over 100 dollars.

What gets me is you pay nine bucks to see a movie and you get subjected to 10 minutes of commercials.

[clarker]

Mitchell and Ness could even capture a retro feel.

A Shawn Kemp jersey with a Trojan ad on the back.
The Shawn Kemp idea is a bad one. You want to tell people that your product works.

[baja]

The Shawn Kemp idea is a bad one. You want to tell people that your product works.

If that's the case he should advertise a stupid pill

[clarker]

If that's the case he should advertise a stupid pillThere would be to many athletes to choose from, starting with Winslow II.

[bombquixote]

as an avid consumer, i feel more advertising would be a good thing. i'm always looking for ideas of new things to buy. and i don't know about you, but sometimes i feel so used to the established modes of advertising, like t.v. commercials, radio commercials, billboards, buses, on jumbotrons, commercials in movies theaters, product placement in movies, corporate-sponsored score updates, on racecars, on taxis, corporate-monikered stadiums, magazine spreads, newspaper spreads, along the walls of hockey rinks and hoops courts...that i just don't see them any more. i think splashing a few logos across my beloved nugs' jerseys would be a fresh and exciting way to bring my attention to new products. i'm all for it.

[-Slap-]

as an avid consumer, i feel more advertising would be a good thing. i'm always looking for ideas of new things to buy. and i don't know about you, but sometimes i feel so used to the established modes of advertising, like t.v. commercials, radio commercials, billboards, buses, on jumbotrons, commercials in movies theaters, product placement in movies, corporate-sponsored score updates, on racecars, on taxis, corporate-monikered stadiums, magazine spreads, newspaper spreads, along the walls of hockey rinks and hoops courts...that i just don't see them any more. i think splashing a few logos across my beloved nugs' jerseys would be a fresh and exciting way to bring my attention to new products. i'm all for it.

I feel sorry for anyone who was born in the last twenty years because they've literally been saturated with marketing every second of their lives.

[watermock]

That's the whole point. People actually used to see 30 second commercials telling them why to buy their product. It's become 15 second, 2 second takes that your mind naturally just tunes out as the visual and auditory overload is rediculous. This isn't consumer choice, it's lunacy. Madison Avenue has totally given up on actually selling a product, it's all about holding your attention for 15 seconds with a what amounts to more of a trailer than a commercial. Even ESPN must run a full 5 minutes of crazy song and less than one second visual overload on every ESPN outake, or uptake. Of course, the real problem isn't really production value, it's that ad dollars are so freaking expensive, watching commercials has turned into more of a Star Wars Space Scene than anything that tells you about a product.

How Burger King thinks an inflatable Darth Vader on top of it's store is going to make me feel compelled to buy a whopper is amusing. Next they have Darth Vader confronting that hideous plastic BurgerKing lifesize puppet?

Sorry, but I'm more interested that my burger hasn't been under infrared light along with the soggy fries. I'm not interested in a fancy ad by GM telling me to "push the hot button" with a short 3 second clip of the space shuttle. Not only is it in bad taste, but it's not telling me anything about GM junk!, other than they keep trying to lure me into buying inferior crap with a fancy interest rate allready built into the MSRP.

Lincoln comes out with an ad, pulling a Caddilac SUV that has backed into a boat launching ramp and brags about it's power, but it never actually says that the Lincoln HAS MORE POWER than the Caddilac, it just says, "The most powerful lincoln ever", or Subaru comes out and tells us their Outback gets better mileage than an Explorer, nothing about Subaru's are notorious for poor power. It's all spin, and I keep my remote moving around like Dwayne Wade.

[-Slap-]

The classic example is the Dockers commercial, with the shakey handheld camera panning in and out randomly, while a bunch of dorks who look like 30 Something extras jabber about nothing.

[FADERPROOF]

I feel sorry for anyone who was born in the last twenty years because they've literally been saturated with marketing every second of their lives.
I missed the cut by 2 years :)

[Tombstone RJ]

Pathetic. No surprise that the league that saw its players use the American flag to cover their Reebok logos in the Olympics would stoop to this level. I'm eagerly awaiting the next conflict of corporate interests should this deal take place.

My favorite quote in the article was from Mark Cuban, while oozing slime from every pore in his body, ""I never understood the concept of 'it cheapens the game,' " he said. "What does that really mean? That it helps minimize ticket price increases? The N.B.A. is a business, and the only mistake is not to seriously consider revenue forms that make it financially stable."

Yeah, douchebag, you're going to take that money and use it to minimize ticket price increases. That's the number one priority for making this deal, right? Tell me another fairy tale.

Exactly. Mark Cuban has more money than common sense and he is using this logo/advertising crap to make more money for himself. He and every other NBA owner WILL increase ticket prices, that is just a fact.

Cuban could cut down costs of running the team if he wants to (get rid of the private jet that flys his players around and do charter jets), that would save money. Instead, he'll put advertisements on the jerseys to INCREASE revenue flow.

What a clown.