SBD/March 9, 2012/Marketing and Sponsorship

Presbyterian Healthcare Signs Deal To Sponsor Bobcats, Use Jordan In Branding Efforts

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Jordan will have the final say on how his likeness is used by Presbyterian
The Bobcats and Owner Michael Jordan have signed their "first top-tier Level 23 marketing deal as part of a one-of-a-kind program that includes rights not only to the team, but also to one of sports’ most recognizable pitchmen," according to John Lombardo of SPORTSBUSINESS JOURNAL. Charlotte-based Presbyterian Healthcare, a Bobcats founding partner, Friday "became the first company to sign a team sponsorship deal along with an endorsement deal with Jordan." It is the "first time in memory that an individual and a franchise have been packaged in such a way." Along with typical founding-level sponsorship inventory "such as arena signs and title sponsorship of certain areas of the facility, Presbyterian will get rights to use Jordan in its own branding efforts, including television, print, digital and social media." An unspecified personal appearance deal "is also expected to be part of the Level 23 sponsorship, with Jordan having final say on how his likeness is used by the company." Terms of the deal were not disclosed, but a source said that the "typical founding Bobcats sponsorship is for 10 years and is priced well into seven figures." It could "not be determined whether there is a revenue split between the team and Jordan in the deal." Specifics of the deal "call for Presbyterian to sign two separate contracts, one with the Bobcats and one with Jordan." Exactly how Presbyterian "will use Jordan and his likeness has not been determined," but Jump DC VP and manager of Jordan's business affairs Estee Portnoy said that the company "will be granted a wide range of opportunities for using Jordan in marketing efforts." Lombardo reports the deal comes as Jordan "continues to build his connection to the Charlotte community, and comes just a few weeks after the team launched a Cats Care philanthropic program." The Bobcats are "planning to sign three or four more similarly structured top-tier deals, though team officials said the Presbyterian agreement likely will be the only locally based Level 23 deal" (SPORTSBUSINESS JOURNAL, 3/12 issue).
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