Judge Orders Goodell, Brady In Court Twice Lucchino Stepping Down From Red Sox IndyCar Drivers Want Racing At The Forefront Twitter Me This HOF Will Allow Seau's Daughter To Speak HOFers Steal The Show In NBA's Africa Exhibition MWR Co-Owner Kauffman Eyes More Competitive Teams Rousey Remains Dominant At UFC 190 Ad Exec To IOC: Focus On Mobile Content Quick Hits
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).