Given Jersey Patch Success, NBA to Begin Shooting Shirt Patch Program
Ad patches on NBA jerseys have become resounding hits.
An idea which initially was projected to bring in approximately $100 million for all 30 teams, the league’s jersey patch program has continued to destroy and even double its revenue projections. Now, five years in, Boardroom has learned that the program’s combined value for the 2021-22 season is at $225 million.
“We’ve seen tremendous growth from this asset [in terms of both] revenue and the caliber of brands, both domestic and global, that are partnering with our teams,” said Amy Brooks, NBA President of Team Marketing & Business Operations and Chief Innovation Officer. “This is something we’ve been looking at for many years. We launched it five years ago, and of course, we debated things like, ‘How would the fans react to it? Will this collectively grow revenue, or will it cannibalize areas?’”
BREAKING: Following the success of the @NBA Jersey Patch Program, the league approved a new Shooting Shirt Patch Program.
The new program will enable teams to now include sponsorship patches on team shooting shirts & warm-up jackets. pic.twitter.com/67K6cGoQJr
— Boardroom (@boardroom) December 23, 2021
Given the resounding success of the NBA’s jersey patch program, the league is looking to take things a step further.
Earlier this week, the league’s Board of Governors voted on expanding its approach to corporate sponsor patches, approving a new Shooting Shirt Patch Program. As league approval is required, we will more than likely have to wait until the start of the new year before we see new patches on team shooting shirts and warm-up jackets.
Similar to the patch seen on NBA jerseys, the shooting shirt patch will be 3″ by 3″ in size, and will be located on either the right sleeve or adjacent to the team’s primary logo along the left chest. The Nike swoosh will stand alone on the right chest of warm-up shirts and jackets, while the NBA 75th diamond logo will remain on the left sleeve.
“We found that partners wanted to really use this asset for different reasons,” Brooks said. “Some partners wanted to use it for brand awareness, other partners wanted to use it to sell more product. We’ve seen other partners want to use it to become more relevant in new markets globally.”
Looks like the NBA isn’t done making cash off its patches just yet!