The NBA approved the sale of corporate logos for advertising on its jerseys, a groundbreaking move for major US sports leagues at the time. The logos were smaller than those seen on international soccer jerseys. The value of this advertising space was uncertain and unproven, as no NBA team had yet sold it. Eager to monetize a potentially lucrative asset, NBA teams turned to their own sponsorship departments or hired third-party sales agencies to identify and secure the right brand partnerships for their gameday jerseys.
The successful negotiation of the NBA Jersey Patch deal between the Sacramento Kings and Blue Diamond Growers exemplifies the strategic acumen and innovative approach taken by TAG’s principals. Among the first to secure a Jersey Patch partnership, this success set a baseline for the new asset value and showcased how locally based corporations can receive global exposure from their local NBA team. This high-value partnership not only secured immediate benefits but also paved the way for the broader success of the NBA’s Jersey Patch program.
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