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SBD/Issue 162/Sponsorships, Advertising & Marketing
McDonald's Puts Logo On WNBA Jerseys As Part Of Sponsorship Deal
Published May 13, 2008
I'M LOVIN' IT: AD AGE's Jeremy Mullman writes the sponsorship is the "latest sign of ads creeping onto one of the few pristine places left in major-league sports." And although this is a "one-time deal," WNBA President Donna Orender said that it was "likely the league would look to sell jersey space again in the future." Orender: "There are more partners out there that we'll be talking to about it. It could happen, yes." McDonald's Senior Dir of Alliance Marketing John Lewicki said of the jersey sponsorship, "There aren't a whole lot of opportunities to do it. It's a unique position, and we like the idea." Mullman notes the WNBA designed the jerseys to help McDonald's "launch its Southern-style chicken breakfast sandwich, which is being hyped with a national sampling effort" on Thursday. Lewicki said that the WNBA deal was the "best sports opportunity to market to women" the sandwich. The QSR is using NASCAR to "target men through sports" (AD AGE, 5/12 issue).