Packers Possibly Looking To Sell Ad Space On Practice Jerseys
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Packers Exploring Possibility Of Putting
Corporate Logo Patches On Practice Jerseys |
The Packers are the latest NFL team "exploring the possibility of putting corporate logo patches ... on their practice jerseys," according to Jason Wilde of the WISCONSIN STATE JOURNAL. Packers Senior VP/Marketing & Sales Laura Sankey said, "It’s always exciting when the league opens new categories for sponsorship, particularly one that is so closely linked to our players and our jerseys. A practice jersey patch is a very unique and visible way for a sponsor to be involved with training camp, the team and our fans" (WISCONSIN STATE JOURNAL, 6/4). The Texans also are looking for a sponsor for their practice jersey, but CNBC's Darren Rovell notes the value of the patches "is hard to figure out." Rovell: "They can't be larger than 3 1/2 by 4 1/2 inches and certainly have a limited audience since preseason games aren't counted as practice." The biggest benefit "likely will come from local television stations that don't have rights to game footage and therefore have to roll practice video over and over again on their newscasts when talking about the team" (CNBC.com, 6/3).
BLINDED BY THE LIGHT? USA TODAY's Christine Brennan writes sports purists "must be shuddering at the news" the WNBA Phoenix Mercury have "sold their jersey front, if not their soul, to a sponsor." But critics are "forgetting one other thing that it most definitely is: the future." Former AOL Sports VP/Partnerships & Strategic Development Jimmy Lynn: "You're going to see more and more of this. I definitely see it happening in men's major sports within five years." Brennan wonders, "Why should we get worked up about what's on a pro athlete's team jersey when we're already so used to seeing the commercial clutter on the clothing of individual sport athletes from golf, tennis and, of course, auto racing?" Brennan: "Remember when we all thought the world was coming to an end when sponsors renamed bowl games and stadiums? Now, we barely give that a second thought" (USA TODAY, 6/4). YAHOO SPORTS' Chris Chase wrote adding a logo to jerseys "makes sense for both advertisers and teams." For the brands, it "gives their company an identity," as sponsors would have their logo "not just on TV and in pictures, but on people wearing the jerseys in public." Sports leagues, including the NFL, "seem to be clinging to some phony integrity about keeping the jersey a sacred place, as if selling the naming rights to the NFL combine or the Super Bowl pre-game show is somehow dignified" (SPORTS.YAHOO.com, 6/3).
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Writer Says Mercury Deal Will Be
Watched Closely By Other Leagues |
CORPORATE AMERICA: ESPN.com's Gene Wojciechowski wrote the Mercury's deal with LifeLock may be the "beginning of the end of the American sports jersey." Mitchell & Ness President Sean McKinney: "I wouldn't be surprised if five, 10 years down the road, it's something other than the WNBA. It almost feels like we're almost on that tipping point." Red Sox Exec VP and Chief Sales & Marketing Officer Sam Kennedy: "If done tastefully, I don't think it would be completely and totally offensive. ... From a business perspective and a perspective to try to grow revenues for the game ... I think it would be something worthwhile if (a corporate logo) was attached on a sleeve." Wojciechowski noted the Mercury deal "will be watched with considerable interest by the NFL, NBA, MLB, NHL and major college programs." But he added, "Our sports jerseys should be declared national historic landmarks, protected from invasive corporate branding" (ESPN.com, 6/3).
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