NBA looks set to allow teams to recruit international sponsors
North American basketball's NBA is to permit its teams to sign deals with international sponsors with effect from next season, it has been reported.
Under a three-year trial, each franchise will be allowed to sell global marketing rights, covering territories outside North America, to two existing or new sponsors, according to Sports Business Journal.
Until now, the NBA has retained full control of international sponsorship rights across the league.
It is thought that the new packages will appeal to major team sponsors looking to widen their association and international brands not currently involved in the league.
At a domestic level, the policy limiting teams to a 75-mile marketing territory will remain in place, the report said.
It is understood that the international sponsors of NBA teams will have rights they can activate at retail locations and on their own digital and social media platforms, but will not be able to use in-game content in their marketing.
The NBA’s proposed international sponsorship initiative looks set to be integrated into a strategy that has already evolved to allow teams to sign up jersey sponsors.
Last month, the Oklahoma City Thunder became the last of the 30 franchises to sign up a partner following the league’s decision prior to the 2017-18 season to allow the logos of sponsors to be displayed on team jerseys, on a patch measuring approximately 2.5 inches by 2.5 inches, opposite the logo of Nike, the US sportswear giant which now supplies all the kits.