Sixers Ink Deal with StubHub for Jersey Advertisements
Photo via Sixers
The Philadelphia 76ers will wear an ad for StubHub on its jerseys. The team announced today the deal will begin in the 2017-18 NBA season.
“This marks another groundbreaking first for the Philadelphia 76ers and StubHub,” 76ers CEO Scott O’Neil said in a release. “Our brands are now inextricably linked as we create lifelong memories for our fans in Philadelphia and around the world.” Our brands are now inextricably linked. Go StubHub Sixers!
The Sixers say this is the first such ad sponsorship deal in major North American sports, which is true enough for a press release that also includes a quote about inextricably linking brands. But teams in Major League Soccer, as well as teams in smaller and minor leagues, have had ads on their jerseys. Also, teams have had ads on their jerseys for decades (they are just ads for the company that makes the jersey). For example, Penn State adding the Nike swoosh to its jerseys in 1994 caused “a substantial controversy.”
The NBA moved the league’s logo to the back of team jerseys for the 2014-15 season, with jersey advertising tucked into new TV deals. League owners approved jersey ads last month.
“Since day one, StubHub has been a pioneer and innovator within the live entertainment ecosystem and we could not be more excited to join the Philadelphia 76ers in making history with this ground-breaking partnership,” StubHub president Scott Cutler said in a release. “The Philadelphia 76ers are not only a beloved global brand, they also serve as incredible partners and collaborators for StubHub — and we look forward to continuously innovating and improving the fan experience together.”
The Sixers say jerseys sold by the team at the Wells Fargo Center will feature the StubHub patch, while jerseys sold at other retail outlets will not have the branding.
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