Report: Warriors seek $15-20 million for jersey advertisement
NBA teams are expected to begin advertising on their jerseys by the 2017 season, and the Golden State Warriors are reportedly asking companies for up to $20 million to use the real estate on Stephen Curry’s chest.
This according to an ESPN report Friday by Darren Rovell, citing sources that told the company Golden State will seek $15-20 million per year for the rights to advertise on their jerseys. The belief is the Warriors are asking a higher price than any other team, the report said.
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The league approved a program last year which will allow teams to sell 2.5-by-2.5 inch space on the upper-left portion of a jersey, directly opposite the Nike swoosh, who began their apparel deal with the NBA after the 2016-17 season. Only one team has finalized a deal since the program was passed — the Philadelphia 76ers signed a three-year deal with online ticket resale marketplace StubHub, worth a reported $5 million.
Already with the likes of Stephen Curry, Klay Thompson, Draymond Green and Andre Iguodala in their jerseys, the Warriors added superstar free agent Kevin Durant on July 4, further enhancing their relevance in the basketball and professional sports world.
It’s worth noting — the corporate logos will not necessarily be featured on the retail versions of NBA jerseys; teams can electively sell their jersey featuring the logo in their respective team stores, which Philadelphia said is an option they will offer fans.
According to Rovell’s report, what sponsors will end up paying will be determined by the total reach of the package — not just space on a jersey, but sponsor category exclusivity, signage at Oracle Arena (in this instance) and the ability to use the team’s logo for their own marketing purposes.
Another hurdle to jump through is each team’s individual valuation of the patch. The value of the patch, under the league collective bargaining agreement, must be divided into two — 50 percent to the players and 50 percent to the teams. Of the 50 percent teams keep, just half of that goes to the team itself, and the other half into the league’s revenue-sharing pool.
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