We’ve seen the writing on the walls for some time now in regards to making NBA players become human billboards; soon we’ll be able to see the writing on the uniforms too, and it’s going to say “Kia” per a Wall Street Journal report from Sarah Germano:
The National Basketball Association is planning to put a sponsored 3.25 inch by 1.6 inch patch with a Kia logo on the upper left chest of player jerseys for both the 2016 and 2017 All-Star games, according to the league.
The patch, part of an advertising buy between media rights holder Turner Sports and sponsor Kia Motors America, will also appear on All-Star jerseys available for retail sale. The companies declined to disclose financial terms.
As to whether the NBA was planning on making this advertising a fixture on the regular season uniforms:
“It’s something we’ve been looking at for a number of years,” said Emilio Collins,executive vice president of global marketing partnerships for the NBA. Asked if jersey ads are coming for regular-season NBA play, he said “we continue to work on that beyond All-Star, with all the considerations we have to factor in,” adding that the exhibition game ads will be evaluated as a test-run.
One thing that’s interesting is that neither the owners nor the players, apparently, get to partake of the money involved, however much it was:
By debuting sponsor patches on All-Star jerseys, the NBA was able to sidestep a few hurdles. The league didn’t need approval from team owners, nor was it obligated to share the revenue from the All-Star jerseys with teams. The All-Star Game will take place in February 2016 in Toronto and in February 2017 in Charlotte, N.C.
If the next CBA includes portions of the revenue from such thing, look for player salaries to become even more exorbitant than they already are expected to be.