Qualtrics, Jazz Renew Deal For Cause-Related Jersey Patch
Utah-based software company Qualtrics has "renewed its sponsorship of the 5 for the Fight Jazz jersey patch" through the '22-23 NBA season, according to Jasen Lee of the DESERET NEWS. The company also will "continue as the Exclusive Fan Experience and analytics partner of the team." The partnership, which began in '17, was at the time the "first-ever cause-related sponsorship in the history of North American professional sports and is currently the only such jersey patch in the NBA." With the Jazz' season set to begin tomorrow, the organization and Qualtrics are issuing a PSA "encouraging fans to join and support the mission to eliminate cancer by pledging $5." Yesterday's announcement included Jazz Owner Gail Miller as well as several players (DESERET NEWS, 10/22). In Salt Lake City, Andy Larsen notes Jazz G Mike Conley, G Donovan Mitchell, F Bojan Bogdanovic, F Joe Ingles and C Rudy Gobert were "present for the announcement." The players were "paired with one of five 'cancer fighters' who will be honored at the Jazz game on Oct. 30." Meanwhile, each fighter "signed a ceremonial $5 deal with the Jazz" (SALT LAKE TRIBUNE, 10/22).
TRENDING UP: The WALL STREET JOURNAL's Sahil Patel noted with the jersey patch program "indefinitely extended" by the NBA, teams are "likely to raise prices when the time comes for renewals." Execs from the Celtics, Mavericks, Bulls and Hawks said that the patches had "become one of their top sponsorship assets." Data from Nielsen shows that the jersey patches drove $106M in "sponsorship value during U.S. TV broadcasts last season, including the playoffs." Those figures "approximate the fair market value of assets based on their exposure across media channels and the costs to advertise on those channels." The Celtics' current jersey sponsor is GE, but the team may be looking for a new sponsor soon. Celtics Dir of Strategy & Business Development Richie Smith said, "We have data points to back (the value) up. When we go back out to the market, we expect to go higher than what we initially did" (WALL STREET JOURNAL, 10/21).