In our
increasingly distracting world companies are struggling to gain the attention of
consumers through advertising. Luckily mainstream American sports are catching
up with the rest of the world by putting brands on team uniforms. In the
2017-2018 season the NBA is implementing a 3-year pilot program that lets teams
put brands on a 2.5 inch by 2.5 inch location on the teams’ jerseys.
General
Electric is one company that is taking advantage of this. It has recently moved
its headquarters from Connecticut to Boston and is paying $7 million dollars a
year to place the iconic GE logo on the top right of the Celtics’ jerseys. In
addition to the money GE will be providing lighting, medical equipment, and
data science solutions to the team.
This is a
great strategical move by General Electric. Seeing GE on team jerseys will make
people associate the company with Boston and will ensure Boston and GE are synonymous
with each other.
Is advertising
on team jerseys a good idea or is it a shameless money grab by the NBA and its
team owners?
I think it's a smart move for advertisers to take advantage of the space on team jerseys. I think it will be a little strange for people who have watched the NBA for so long to get used to, but in the end, I think it will benefit everyone involved.
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