SBD/August 17, 2017/Marketing and Sponsorship

Hawks Sign Sponsorship With Local Company Sharecare That Includes Jersey Patch

The Hawks have signed a five-year deal with Atlanta-based Sharecare that will see the digital health care company's logo "on the front left shoulder of the players' game jerseys," according to Tim Tucker of the ATLANTA JOURNAL-CONSTITUTION. Companies reportedly have paid other NBA teams $2.5-10M annually for the jersey patch, and while Sharecare Chair & CEO Jeff Arnold did not disclose how much his company is paying, he said that it is "'in the range' of the other reported deals." Arnold: "We're not the lowest, and we're not the highest." Hawks Exec VP & CRO Andrew Saltzman indicated that the Sharecare deal is the team's "second largest annual sponsorship, behind only the Philips Arena naming-rights deal." The NBA has only authorized patch deals for the next three seasons, but Tucker reports there are "many other elements" of the Hawks' five-year partnership with Sharecare, such as "signage and radio/TV commercials." The deal includes a Sharecare-branded section in the arena and "will make the company the presenting sponsor of the team's radio network." Both parties said that they will "collaborate on offering healthy food choices in the arena and will offer a rewards program, including game tickets, tied to healthy behavior." Arnold, a Hawks season-ticket holder for nearly a decade, said that talks "began when he was approached by Saltzman at halftime of a game late last season." Sharecare was founded by Arnold and Dr. Mehmet Oz (ATLANTA JOURNAL-CONSTITUTION, 8/17). The Hawks partnered with WME-IMG’s Global Partnerships group on the deal (THE DAILY).

NBA JERSEY PATCHES PLANNED FOR '17-18 SEASON
TEAM
SPONSOR
76ers
StubHub
Bucks
Harley-Davidson
Cavaliers
Goodyear
Celtics
GE
Hawks
Sharecare
Jazz
Qualtrics
Kings
Blue Diamond
Magic
Walt Disney World
Nets
Infor
Nuggets
Western Union
Pistons
Flagstar Bank
Raptors
Sun Life
T'Wolves
Fitbit

SEEING RED: In Boston, Gary Washburn wrote while the jersey sponsorship patches "will earn teams money, the policy does bring to question whether teams are cheapening their brand for a quick buck." Washburn: "Would love to know what Red Auerbach would have thought about such a promotional move" (BOSTON GLOBE, 8/13).
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