SBD/July 27, 2017/Marketing and Sponsorship

Pistons Deal With Local Bank Includes Signage In Little Caesars Arena, TV/Radio Spots

Pistons officials wanted the deal to be with a Michigan-based company
The Pistons yesterday announced a multiyear jersey patch deal with Michigan-based Flagstar Bank, and while the "exact length wasn't released," the contract does "include signage for Flagstar Bank in the soon-to-open Little Caesars Arena, as well as spots on Pistons' television and radio broadcasts," according to Tony Paul of the DETROIT NEWS. In talking about the advertising placement on NBA jerseys, Palace Sports & Entertainment Vice Chair Arn Tellem said, "It's optional, but I think every team is trying. This issue was debated at length among the teams and I think everyone really decided in the end it was worth trying. It's been very successful in Europe and around the world, and in soccer." Tellem said that the Pistons had "discussions with several businesses about being the jersey sponsor, but that it didn't take long to focus in solely on Flagstar, which has been a corporate partner of the Pistons in recent years." Tellem said that the Pistons were "extremely interested in the jersey patch being awarded to a Michigan-based company." Flagstar President & CEO Allessandro DiNello said, "There's no bigger fan of the Pistons. I had season tickets when my kids were growing up, and it's great to have the team back downtown" (DETROIT NEWS, 7/27). In Detroit, Vince Ellis notes the Pistons' jersey patch deal with Flagstar was announced during a "news conference at the Nike Store" in downtown. Pistons President of Basketball Operations and coach Stan Van Gundy, Tellem and DiNello were all "on hand to tout the benefits of the deal" (DETROIT FREE PRESS, 7/27). In Michigan, Aaron McMann noted the Pistons will "sell replica jerseys with the Flagstar Bank logo on them at team stores inside Little Caesars Arena and at" Jerseys sold in retail shops "will not have the logo" (, 7/26).
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