The Boston Celtics are the latest team to sign an ad deal for their jerseys, announcing Wednesday (Jan. 25) a sponsorship deal with General Electric.
The deal makes GE the Celtics’ exclusive data and analytics partner, while also giving them the exclusive rights to have their logo on its jerseys.
The announcement marks the third sponsorship for logo rights on an NBA team’s jersey. Starting next season, StubHub will have a patch on the Philadelphia 76ers’ jerseys and the Sacramento Kings will have a Blue Diamond logo on their jerseys.
The NBA announced last April that it had approved a three-year pilot program, set to launch in the 2017-18 NBA season, that will allow teams to sell a corporate logo on their jerseys. Teams are allowed to sell the logo spot to only one company and for only three years, as the league decides whether to implement the program beyond the initial three years..
Despite sponsorships, jerseys sold to fans nationwidewill not include the logo patches. Teams, however, have the right to sell jerseys with patches inside the arena.
According to ESPN, the Kings’ and the 76ers’ deals are each worth $5 million annually.
It’s unclear what the marketplace will be for the rest of the NBA, but the Golden State Warriors are reportedly asking $15 million to $20 million a year for a spot on their jerseys.