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SBD/November 27, 2013/Marketing and Sponsorship
Heat Become Third NBA Team With Floor Apron Deal, Signing Agreement With Samsung
Published November 27, 2013
A TOUGH SELL SO FAR: In this week's SPORTSBUSINESS JOURNAL, Terry Lefton examines why the floor apron has been a tough sell for teams, and notes marketers "familiar with the NBA said the newness of the apron signage combined with its premium price tag has made the initial year difficult." Palace Sports & Entertainment President & CEO Dennis Mannion said, "We hit the big three (Detroit automakers) pretty hard on this. With something new and with this kind of price, it needs a year to cycle through the budgets, and analysis of the big companies that would be the likely buyers." Lefton notes the apron signage officially is "being called a one-year test by the league," and there is "some question as to how easy it is to buy or sell any seven-figure piece of advertising inventory when its future is unclear." The proximity to on-court branding from an arena naming-rights partner "can also make an apron deal anywhere from tricky to impossible." Other marketers noted the "wide variety of camera-visible signage already available around NBA courts" (SPORTSBUSINESS JOURNAL, 11/25 issue).