June 1st, 2009

WNBA Gives Sponsors Shirts on Players' Backs

By Rich Thomaselli
Advertising Age

Stern's Move to Allow Logos on Jerseys Could Set Precedent

Mr. Stern, the National Basketball Association commissioner, has taken the possibly precedent-setting move of allowing franchises in the Women’s National Basketball Association to put sponsor logos on team jerseys for the WNBA season that begins June 6.

The league’s Phoenix Mercury will be the first team to incorporate the logos. The Mercury cut a deal with Tempe, Ariz.-based LifeLock, the identity-theft-prevention company best known for using CEO Todd Davis’ Social Security number in its advertising. People with knowledge of the agreement say it is a three-year, $3 million deal that includes the LifeLock name featured prominently across the front of the jersey, a presenting sponsorship of the team, on-court signage, the logo on warm-ups and other team paraphernalia, and a deal in which LifeLock is giving all WNBA season-ticket holders a free year’s membership to LifeLock valued at $110.

Read the full article here.

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