Monday, November 16, 2015

NBA and Kia: A Winning Partnership

The NBA has agreed to pull out all of the stops this year to recognize its partnership with Kia by putting a Kia logo on the front of the All-Star jerseys.

The National Basketball Association is planning to put a sponsored 3.25-inch-by-1.6-inch patchwith a Kia Motors Corp. logo on the upper left chest of player jerseys for both the 2016 and 2017 All-Star games, according to the league.  The logo will also appear on all-star jerseys that are sold by the NBA. It will mark the first time that one of the four major American professional sports will display a non-apparel logo on jerseys during a game.

“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.  Imagine watching your favorite player running around dominating the National Basketball Association with your favorite car company logo on his chest.

By putting the sponsorship patch on All Star jerseys rather than team jerseys, the NBA was able to sidestep some logistical hurdles. Selecting the Kia logo didn’t require approval by individual owners, who had approved an All Star patch as part of the league’s media rights deal. The All-Star Game will take place in February 2016 in Toronto and in February 2017 in Charlotte, N.C.

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