Secondly, unlike the professional soccer leagues (Premier League, I think, I’m not a soccer guy and don’t want to take the time to do the research right now for this blog post) and the WNBA, the jerseys actually look pretty freaking good. The tastefulness of a patch across from the Nike logo is cool. As a fan, I’d still buy that jersey.
Lastly, and most importantly, IS THIS A GOOD MARKETING MOVE FOR BRANDS? I mean, it has to be unGodly expensive. Flagstar Bank, the jersey sponsor of the Detroit Pistons, could make and deploy amazing creative and absolutely flood Facebook, YouTube, Google and all audience networks (which basically amounts to anywhere people do anything online) for what they’re likely paying for this Pistons/NBA sponsorship.
But, then I think, shit, there’s only literally 32 of these opportunities in the world. And while watching NBA games, you can’t NOT LOOK at the jerseys, can you? No way. So, it’s kind of an arbitrage in a way.
The same way I deeply believe in Facebook Ads and YouTube Ads over TV Ads, I’m starting to see media/sponsorship sales folks get smart. NFL games are showing commercials off to the side while minimizing the playing field and showing coaches talking to players on the sidelines in a 72/25 split screen rather than a 100% commercial break.
Even better yet, they’re allowing the analytics to continue the audio, and just show the break “brought to you by Lexus.”
Now, these high priced placements may be worth it, vs. the traditional TV ad.
While un-trackable back to true ROI, it’s still a power long term branding move by a company like SquareSpace. In my world, I can give anecdotal credence to the fact that business owners constantly wonder if they should “just have a SquareSpace site.” If the Knicks continue to win, or at least be interesting enough to get games Nationally televised games on Christmas Day and throughout the season, SquareSpace is going to win along with them.
As a digital marketer, though, I also see this as a nice move digitally. It ties into social media HUGE, as countless photos are being shared on Instagram, team tweets being embedded with this news, and YouTube highlights from this season will forever have these jersey patches emblazoned on them.
All said, while I don’t believe in many non-digital marketing channels, this type of move – the type that demands your attention, and then can be shared over and over again digitally, might be one of the best branding power plays of all time.