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Wednesday
May 7, 2008
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Sponsorships, Advertising & Marketing

Sign Us Up? U.S. Sports Leagues Differ On Advertising On Uniforms

MLS Following In Footsteps Of European
Leagues With Jersey Sponsorships
MLS is among the sports leagues that allow sponsor logos on jerseys, but many U.S.-based leagues are "not quite ready to put a 'for sale' sign on one of the last remaining commercial-free zones in sports," according to Tim Lemke of the WASHINGTON TIMES. While individual athletes in tennis, golf and cycling "commonly don sponsor logos," the NBA, NHL, NFL and MLB "prohibit or restrict the use of corporate logos on jerseys." NFL VP/Corporate Communications Brian McCarthy noted the league is often approached about putting logos on jerseys, but it has "always turned them down." McCarthy: "We never say never, but it's highly unlikely we would move in that direction anytime soon." NBA Senior VP/Marketing Communications Mike Bass said the league continues to monitor developments in the industry as it relates to
uniform sponsorship, but the league's ban on the concept will remain in effect. But MLS Commissioner Don Garber said of jerseys sponsorships: "It's an indigenous (part) of football overseas, and we're trying to become more authentic and connect with the traditions of the sport." Lemke notes in the U.S., auto racing also is "accepting of visible advertising," and as with soccer, TV coverage "plays a role." Both sports "offer fewer built-in commercial breaks than other major sports, limiting the amount of money they can make from television advertising" (WASHINGTON TIMES, 5/7).

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