The Business & Pleasure of Sports

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Ads on WNBA uniforms

We’re used to ads on soccer jerseys, but are we ready for them in our other sports? The WNBA and McDonald’s announced a partnership today that has the fast food giant sponsoring Tip-Off of the league’s 12th season, which starts Saturday, including having its logo appear on the front of player jerseys.

This marks the first time corporate logos - other than uniform manufacturers - will appear on WNBA, NBA or D-League uniforms during the regular season.

The Golden Arches logo will appear on player uniforms during each of the 14 teams' home openers. McDonald’s is using the partnership to promote its new Southern Style Chicken Biscuit and Sandwich.

Here’s how WNBA President Donna Orender describes the partnership in a league statement:
“In using WNBA jerseys as a unique marketing tool to support McDonald’s product launch, the WNBA and its players will display, en force, the dynamic integration capabilities we bring to a partnership.”

Regardless of whether partnering with the women’s basketball league will help spur sales of the new chicken sandwich, corporate logos on uniforms seem inevitable. The Boston Red Sox and Oakland A’s wore sponsor logos on their jerseys and helmets during the two games that opened the 2008 MLB season in Japan. And NBA Commissioner David Stern didn’t rule out NBA players wearing sponsor logos during exhibition games in Europe this fall.

Does the idea of corporate logos on uniforms bother you?

Categories: WNBA (6)

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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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