SBD/Issue 152/Sponsorships, Advertising & Marketing
Search For Tomorrow: WNBA Storm Sign Bing As Jersey Sponsor
Published April 21, 2010
|Bing Logo Will Appear On Storm's
Jerseys, Shooting Shirts As Part Deal
The WNBA Seattle Storm will announce today that it has reached a jersey sponsorship deal with Bing, Microsoft's search engine brand. The Storm becomes the third WNBA team to land a jersey sponsorship deal. The Phoenix Mercury have a jersey deal with LifeLock while the L.A. Sparks have a jersey deal with Farmers Insurance. Bing's logo will appear on the front of the Storm's jerseys and shooting shirts and the logo will be included in all of the team's marketing and promotional materials. Bing also becomes the presenting sponsor of the team's youth basketball initiative. Financial terms of the multi-year deal were not disclosed. The team will have Bing's logo on its jersey when it opens its season on May 2. WNBA President Donna Orender: "This will be unique in (Microsoft's) portfolio and the integration is strong." The jersey deal comes as the Storm begin their third season with local independent ownership. Storm President & CEO Karen Bryant: "To have Bing is significant. It was important to identify a company to not only build our business but our brand." Seattle-based Microsoft rolled out its Bing search engine last year. "(The deal) provides a great opportunity to invest in our hometown while reaching a valuable audience," Bing Marketing GM Danielle Tiedt said in a statement. "This is a unique way to share our Bing brand with a passionate and devoted fan base and every photograph, every piece of game footage is a chance to share our brand with a broad audience."