Bigger is better for the NBA, as the league that pioneered jersey ads is now allowing its teams to sell an additional ad patch on practice jerseys that’s more than nine times the size of what’s been allowed. The 12-by-5-inch jersey ad patch sales effort goes into effect immediately, with at least one team in the Cleveland Cavaliers having a deal in place with Goodyear.
The Cavaliers are the first team to take advantage of the new inventory.NBA
According to a Sept. 11 league memo, teams can begin selling a sponsor patch that would appear on the belly area of a team’s practice jersey. Previously teams could sell only a 2 ½-by-2 ½-inch patch on the front shoulder of the practice jersey, the same size of the sponsor patch that’s allowed on game jerseys.
The new practice jersey patch rules allow for a patch with either a company name or logo that is similar to the size of ads on WNBA uniforms but not as large as Premier League uniforms, which can be bigger than the team marks. NBA teams can also continue to have a separate shoulder ad patch on practice jerseys.
“We think it will be incremental revenue,” said Matt Wolf, senior vice president of the NBA’s team marketing and business operations division, adding that teams are creating more behind-the-scenes and practice digital content that makes practice jerseys more visible. “It is something our fans have taken notice of and brands have taken notice of and want to be associated with practice uniforms and practice experiences,” he said.
It’s the first of what is likely to be a host of new revenue opportunities from the league, as its teams seek to replace substantial money lost to the pandemic.
“It will be good anchor inventory for a deal, for those of us without naming rights or a uniform patch to sell,” said Scott O’Neil, CEO of Philadelphia 76ers parent company Harris Blitzer Sports & Entertainment.
Practice jersey patch specs
■ MLS — 2-by-2-inch section on the right arm where the league logo patch is normally positioned
■ NBA — 2-1/2-by-2-1/2 inches on the shoulder; 12-by-5 inches on the belly area
■ NFL — 3-1/2 inches high by 4-1/2 inches wide on the left chest
The practice patch jerseys only may be worn during official team practices or shootarounds, and up to 90 minutes before a game. As is the case with the uniform ad patches, brands and logos linked to alcohol, tobacco and nutritional supplements are prohibited, along with apparel or footwear brands that compete with NBA on-court apparel or footwear sponsors, like Nike.
Team sources see the new program as a potential new moneymaker to be sold with game jersey patches, which range in value from $5 million to $20 million annually.
As of Sept. 24, the Cavaliers were the sole team to put their game jersey patch partner in Goodyear on their practice jersey as the team begins its in-market bubble workout and scrimmage program. It was one of the eight teams that did not play at Disney World as part of the NBA’s restart.
The large NBA practice jersey patch will be similar to what the WNBA allows on game jerseys.getty images
“Being able to create this added opportunity for one of our best partners is a testament of how innovative and forward-thinking our association is no matter the environment we may be in,” said Cavs President Nic Barlage.
“Like any new asset, this will come down to how it’s packaged, the storytelling component of the relationship, and the authentic connection,” said Jason Miller, senior vice president and head of sports properties at Excel Sports Management, which is selling uniform patches for several NBA teams.
The new inventory will also help determine if the NBA further expands the ad patches program to game-day warmups and shooting shirts. The NBA debuted the first non-apparel jersey ad patches of the four traditional stick-and-ball leagues during its 2017-18 season.
“It’s a test case to see how the market receives it,” said one senior team source. “We are talking about other apparel opportunities and about an increase in the size of the [uniform] patch.”
“Any new inventory creates new opportunities for our clients,” said Michael Neuman, executive vice president and managing partner at Scout Sports & Entertainment, which assisted on the evaluation of Geico’s Washington Wizards ad patch. “This would work well with a practice facility, a health care system, or any health and wellness brand. Still, typical social content does not emanate from the [NBA] practice environment, so I’d need to be assured on that front.”
Wolf would not discuss any expected values for the practice patch, but said the league is hiring an outside agency to assess the value of the new asset.
“Top NBA teams are likely going to drive mid- to high-six-figure value against this asset,” said Excel’s Miller.
Wolf added that the league is open to creating new sponsorship revenue opportunities on other apparel, and it is studying how well the bigger patch is received, should the league ever consider allowing larger patches on NBA game uniforms.
“Nothing is imminent at this point but we always abide by a test-and-learn philosophy,” he said.
