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Volume 24 No. 156
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Jersey Patch Deal Part Of Harley-Davidson's "Rebirth" As Bucks Sponsor

Harley-Davidson's jersey patch deal with the Bucks has been what team President Peter Feigin called a "fun rebirth" for the motorcycle company's association with the franchise. Feigin noted on a Forbes.com podcast that Milawukee-based Harley-Davidson "had always been a sponsor," but the company had "gone dormant" in recent years. He said, "They are a phenomenal Milwaukee heritage brand, they have invested a lot of capital in re-engineering themselves for the next generation, and the NBA is an unbelievable platform for them to do that on." Feigin noted the idea of approaching Harley-Davidson about the jersey patch came from a meeting "in a Milwaukee CEO forum." The company's CEO was talking "about how they have to re-engineer their customer base, how they’ve got to be more diverse, how they’ve got to expand in China." Feigin: "Every little element was a bullet point in our presentation for selling patch rights. Our head of business development grabbed him after the presentation and said, ‘We should talk’" ("SportsMoney Podcast," FORBES.com, 11/16).