The NBA’s jersey patch program – introduced in 2017 as a 3-year pilot – has been an “overwhelming success” from both the league and the advertisers’ perspectives.
The deals generate more than $150 million/year in new revenue for the 29 teams not based in Oklahoma City, while sponsors receive 25%-50% more exposure than they would have on a comparable spend.
The Thunder are the only NBA team without a patch partnership.
However, despite the pilot’s success – and the opportunity to further grow revenues – the NBA has no plans to increase the size of the patch or to add a secondary sponsorship opportunity to the uniform.
Instead, the league will focus on growing revenues through the sale of replica jerseys with corporate logos.
As it currently stands, fans can only buy jerseys with corporate logo patches in team controlled stores or on their websites.
The league would like to expand retail distribution and is considering placing sponsor logos on all jerseys made available for purchase.