Many NBA teams see the practice of providing every fan in the arena with a free T-shirt "as a not-too-expensive way to engage fans," and it has "even inspired a verb in sports marketing circles: shirting," according to John Branch of the N.Y. TIMES. Providing the fans with a giveaway shirt "provides a human, monochromatic backdrop to the action on the court." Hawks Senior VP/Marketing and Chief Creative Officer Peter Sorckoff said, "I don’t think it’s going away anytime soon. The way it looks on television is important to teams and to broadcasters. ... [Fans] want more of that." Bulls VP/Corporate Sales Scott Sonnenberg: "When you come to a game, you want to feel you’re a part of it." Branch notes the Grizzlies and Bucks were "among those who relied on towels, not shirts, in the playoffs." But "most of the other 16 franchises that made the postseason made T-shirts a thrust of their marketing." All four semifinalists -- the Warriors, Rockets, Hawks and Cavaliers -- are "heavy believers in T-shirt giveaways." Warriors CMO Chip Bowers said, "The impression when you walk into the arena and see 19,000 yellow shirts neatly folded over every chair, it tells you, ‘I’ve arrived.’ It kind of takes your breath away." Branch writes the shirts also serve as a "slow-release form of guerrilla marketing." Rockets VP/Marketing Ken Sheirr said, "I go to the gym, and I see every campaign from the last seven years. For a few dollars a shirt, I’m getting somebody to advertise our brand in perpetuity, or at least for a certain amount of time." Branch notes teams "might spend $100,000" for 20,000 high-quality T-shirts (N.Y. TIMES, 5/19).
