How much money could Peyton Manning, the Colts or the NFL make if they adopted a NASCAR approach to sponsorships on uniforms? European Soccer embraces sponsor logos on uniforms and the consensus seems to be its a matter of "when" not "if" this is going to happen. Ryan Pauley offers great perspective to the issue....
This is a divisive topic that has been around for the past several years in sports. Selling “real estate” on professional teams’ jerseys seems to be inevitable in the near future.
Referenced in this recent article (http://adage.com/article?article_id=146264), 20 English Premier Soccer Clubs generated $155 million in revenue by selling ad space on their uniforms. While soccer is an international sport and the most popular sport across the globe, imagine how much NFL teams could charge for a small sponsorship on their game uniforms in the US! I have accepted the fact that this new phenomenon is quickly approaching. However, I do have a couple of questions/concerns.
First, where will this eventually lead? Many in the industry have concerns about beginning down a slippery slope, with regards to sponsors on athletic uniforms. How big will they be? Will it take away from the aura of a franchise logo? How many will be allowed on a jersey? These are all questions that cannot necessarily be answered but need to be kept in mind.
Also, where in the hierarchy of sponsorship rights will this fall? Initial thought is that the rights will lie with the individual teams. However, I find it hard to believe the NFL will allow this without putting up a fight. The league could try to generate a league-wide sponsorship similar to that of their TV rights deals. And what about the infringement on players’ rights? If Axe Body Wash pays for a logo on the Baltimore Ravens’ jerseys, how does that affect Old Spice’s relationship with Ray Lewis?
The time is coming, but many questions and concerns remain.
What does everyone think?
How does this affect future sponsorship in major professional sports?
Are there any other issues?
As difficult as it is for many of us to imagine, I feel that this is only a matter of time. There are only a couple properties in the United States, such as Michigan Stadium which is completely free of sponsorship signage, that turn down easy money. Soon enough we will see Chicago Bulls uniforms with Gatorade logos. The WNBA has already experimented with the practice and other leagues, which will demand far greater fees, are not far behind. While it is difficult to imagine, it will eventually become second-nature to us, just as it has overseas.
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