the NBA Development League

May 12 [Sat], 2012, 16:36
Major American sports leagues could soon be looking to sell corporate sponsorships on their game customize jerseys , according to research by a University of Alabama professor.Lance Kinney, an associate professor in the advertising and public relations department, began looking at the potential of gameday custom team jerseys sponsorships for NFL, NBA, NHL and MLB teams as he compared and contrasted European and American sporting markets.Across the world, soccer teams have a long tradition of selling advertising and sponsorships for jerseys, while major American sports have rarely ventured further than allowing partnering sportswear companies to display their logos and names on gameday customized mlb jerseys ."In the American sporting leagues, it is the last resource that has yet to be tapped," Kinney said.
"Teams are maxed out in every other sponsorship category that they have. They'll have a soft drink sponsor, a sport drink sponsor, they may well have a financial sponsor, a cell service sponsor, so they're always looking for new categories and new real estate."Last month, the NBA's board of governors was presented with different variations of possible corporate logo and name placements that could be used on team uniforms if the league adopted jersey sponsorships. Team owners were divided on the idea, NBA deputy commissioner Adam Silver said.Teams in both the WNBA and the NBA Development League, both owned by the NBA, currently carry sponsor logos on their jerseys. A majority of the teams in Major League Soccer also have jersey sponsorship deals.
Kinney said WNBA teams began selling jersey advertising in 2009 in seeking additional revenue streams to keep the league operating and keep teams financially viable."So they went out on a limb and accepted sponsorship where sponsorship could be had," Kinney said, adding that the WNBA makes a good test market for the NBA to gauge response."Certainly, the NBA at least considering it is making a stride, and I think that consideration is driven by their WNBA experience," Kinney said.In a study released last year, Horizon Media estimated that jersey sponsorships could generate $370 million in value from NFL, NBA, NHL and MLB teams in the top 20 markets, with football accounting for two-thirds of the value.
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