La publicité sur les maillots NBA dès 2017 ?

Petite révolution en NBA : les 30 propriétaires des franchises NBA devraient voter cette semaine l’adoption de la publicité sur les maillots des clubs. Les premiers logos devraient faire leurs apparitions dès le début de la saison 2017/2018.

Un carré de 6,35 centimètres de côté sur l’épaule gauche : voilà à quoi devrait ressembler les premières publicités sur les maillots NBA. « Commençons par expliquer que ça n’affectera pas la compétition. Ce dont nous parlons, c’est d’un patch sur le maillot. L’une des raisons pour lesquelles nous souhaitons le mettre en place, c’est le développement les investissements des entreprises. Une fois qu’ils auront leurs noms sur les maillots, ils utiliseront leurs moyens de communication pour promouvoir de façon considérable la NBA. C’est probablement la raison principale pour laquelle nous le faisons«  explique Adam Silver, le boss de la ligue nord-américaine.

NBA stars

Le sponsoring maillot pourrait rapporter entre 4 et 6 millions $ par an en fonction de la notoriété et du marché de chaque franchise. La moitié des gains de sponsoring maillot seront reversés à la ligue pour un partage des revenus entre les 30 franchises.

En 2017, Nike remplacera Adidas en tant qu’équipementier officiel de la NBA et imposera son swoosh sur les tenues des clubs. Il devrait alors y avoir 2 logos d’entreprises sur les maillots des franchises.

En février, la NBA est devenue la première ligue majeure américaine à afficher de la publicité sur ses maillots lors d’un match officiel à l’occasion du All-Star Game. Privilège réservé à la marque automobile sud-coréenne Kia sponsor de la NBA et du All-Star Game. En dehors des équipementiers, jamais une marque ne s’était affichée sur un maillot NBA.

Maillot west ASG

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  1. Sponsoring maillot en NBA, la 1ère collaboration se dévoile

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