LifeLock, Mercury Expand Partnership To Team's Practice Jerseys

LifeLock To Have Placement On Mercury's Practice Jerseys As Well As Game Uniforms

The WNBA Mercury today will announce that their deal with LifeLock that puts the company's logo on game jerseys will be expanded to include the team's practice jerseys. Last year, the Mercury became the first WNBA team to sign a corporate branded game jersey deal with LifeLock. The team's expanded agreement this season includes exclusive sponsor logo placement on front of the team's practice jerseys (John Lombardo, SportsBusiness Journal). In Phoenix, Dawn Gilbertson reports the LifeLock name "will be relatively small on the practice jersey and will not replace the team name." Practices are "generally closed to all but the media, so LifeLock won't get the marketing exposure it gets from game uniforms." However, LifeLock VP/Marketing Andrew Wyant said that the deal is "mainly about increasing its commitment to the team following its blockbuster 2009 season" in which the Mercury won the WNBA championship. Mercury President & COO Jay Parry and Wyant said that the benefits of last year's jersey sponsorship "exceeded expectations." Parry: "We blew those initial projections away probably six times greater than we thought it would be." Wyant added the value of the initial media coverage regarding the game jersey deal "far exceeded" sponsorship costs (ARIZONA REPUBLIC, 3/16).