June 4th, 2009

Packers Could Sell Ad Space on Practice Jerseys

By Associated Press
USA Today

The Green Bay Packers are hoping to take advantage of a new NFL rule allowing teams to attach a small patch with a corporate logo to the jerseys players wear in practice.

Packers senior vice president of marketing and sales Laura Sankey called the possibility of selling advertising space on practice jerseys a “very meaningful” way for a sponsor to link itself with the team.

“It’s always exciting when the league opens new categories for sponsorship, particularly one that is so closely linked to our players and our jerseys,” Sankey said. “A practice jersey patch is a very unique and visible way for a sponsor to be involved with training camp, the team and our fans.”

The Houston Texans also have indicated an interest in taking advantage of the rule, which applies only to jerseys worn in practice.

Sponsor logos already are widespread during U.S. auto racing and golf events, and the Phoenix Mercury announced this week that they will become the first WNBA team to put a sponsor’s name, Lifelock, on their jerseys.

Such deals are considered commonplace in Europe, where soccer giant Manchester United announced Wednesday that it had reached a four-year sponsorship agreement with Chicago-based insurance broker Aon Corp.

The club did not announce financial terms but British newspapers reported that the deal, which begins in the 2010-11 season, was worth $131.2 million over the four years.

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