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Nets Get Practice Jersey Sponsor

In the NBA's closest move yet towards adding sponsors name to jerseys, the New Jersey (Brooklyn?) Nets have signed an agreement with PNY Technologies to add the company's name to the Nets' practice jersey. The company was already a Nets sponsor, with in-arena signage, and that signage will continue. The practice jersey sponsorship, as well as the facility naming rights agreement discussed below, are add-ons to the existing sponsorship agreement, which has also been extended.

However, the more significant aspect of the deal, which has been lost in the media hype over the practice jersey, is that PNY Technologies has also bought the naming rights to the Nets practice facility. It is likely that the practice facility will generate more ongoing earned media impact than will the practice jersey sponsorship. Even if the Nets sell practice jerseys, and I'm sure they will start to do if they haven't' been before now, I just don't see the general fan population having that much contact with a practice jersey.

The company has further insured its that its name and logo will be visible,by adding to the deal that the name and logo of PNY Technologies be on the media backdrop used for all interviews at the practice facility. In addition, the name and logo must be on the shirts worn by the coaches at practice.

As a result of this deal, the company's name will definitely be seen in the local media markets as every local sports broadcast having anything to do with the Nets will feature the name and logo of the company , almost all of which earned media will come from some aspect of the deal other than the jersey sponsorship. Nevertheless, this is an important first step on the road to sponsors names on jerseys in actual NBA games, something which is inevitable once the owners realise how much money is there for taking.

HT to Sports Business

Full post as published by Sports Biz on September 09, 2009 (boomark / email).