
I’m not sure if this is a sign of the apocalypse in American sports culture but just earlier this week the Phoenix Mercury of the WNBA signed a 3 year sponsorship deal with LifeLock, an identity theft protection company, that will make the Mercury the first WNBA team to feature a prominent corporate logo displayed on the front of their team jersey. The team logo will now instead be regulated to a smaller badge type presence on the front. All of this is in an attempt to remain fiscally viable as a franchise and league by finding various ways to generate money to finance their operations and personnel costs. But before there could even be an uproar from any sector of the sports fan news broke earlier today that the L.A. Sparks also plan to do sponsorship deal of their own with Farmers Insurance just in time for the start of the new season this year.
Although this isn’t very common in sports leagues across the United States (MLS already does it, with the New York Red Bulls being the most blatant example) the rest of the world is used to seeing their pro sports teams wearing the logos of corporate sponsors big, loud and in the center of their team uniforms; even the leagues and championships themselves are being sponsored (case in point is Barclay’s Premier league sponsorship) but is all of this really necessary? From a business standpoint, if it generates revenue, sure, why not? But from the fans perspective are we not already bombarded enough by advertisements from every which way on a daily basis that we now have to endure more of it during our leisure pursuits?
Or is that the rub here, that we as a sporting public prefer the “illusion” that we are in the free & clear of ads even though the reality is far from that. Everywhere around us during the game, televised or live at the stadium, we are constantly surrounded by advertisements. So from this viewpoint, why not just place the ad on the jersey itself as that’s where our attention is focused mostly anyway — and the key to any good advertising strategy is to be noticed, right?

Loading ...
But can you really imagine if the New York Yankees,San Francisco Giants, Minnesota Twins, Chicago Cubs, Green Bay Packers, Pittsburgh Steelers, Dallas Cowboys, Oakland Raiders, Detroit Red Wings, Boston Celtics or even the L.A. Lakers were to wear a corporate logo as big as a target on their jerseys? Shouldn’t that bother us?! Even a little bit???
Personally I hope that these type of sponsorships don’t invade the major American sports leagues (MLB, NBA, and NFL) but I guess it’s only a matter of time before it eventually does. Even if the games themselves have become somewhat of a spectacle over the past couple of decades (they are businesses after all) and even if the stadium itself is littered with ads, I’d still prefer to watch the games free of all that visual pollution adorning the playing field as well as the players themselves. But perhaps that is just me?
Popularity: 3% [?]

Loading ...