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"Starting next season the NBA will allow advertising
on the court for the first time.
In an attempt to add additional revenue streams,
teams will be able to sell add space on what is referred to as “the apron” of
the court, along with on the top of the backboard to capitalize on overhead
camera angles.
The apron is the area between the baseline and the
coaches’ box where teams currently display their twitter handles, while the
area above the backboard usually has the team’s website listed.
Court logo space however, can only be sold to a
company for games that are locally televised, as any and all corporate branding
will be removed for nationally televised games.
Although some fear the over-branding of basketball, placing
logos on the court is a favorable alternative to adding brand logos to
uniforms, which was seriously discussed.
While the league doesn’t expect any negative
feedback from fans since the ads are all featured out of bounds, it is safe to
assume the players are happy with the proposition, as they will get a share of
the revenue generated from the new signage.
Some are sure to label the move as greedy; a term
already often tagged to the NBA.
It is difficult to determine exactly how the new
revenue opportunity will affect each individual team, but at this point it
seems that a team without a lot of nationally televised games, and a lot of
local sponsors such as the Sixers, should benefit.
Teams that have a surplus of nationally televised
games such as the Heat of the Lakers may miss out on many individual sponsorship
opportunities, the Sixers should be able to capitalize.
The Sixers organization has some strong local and
national sponsor relationships that they may look to sell some space to. The
team has seen sponsors like Blue Cross, Main Line Health, the Pennsylvania
Lottery, Gatorade, McDonald’s, NovaCare, SEPTA, and StubHub, so expect to see
some of these logos on the sideline next season.
The 2013-14 NBA season is going to serve as sort of
a trial run for the advertisements, as the future of the idea will be addressed
after the season."
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