NHL Wants Another Pro League to Test Game Jersey Advertising First
In the same article, Adam Silver, NBA deputy commissioner, indicated the league wants to make sure jersey advertising wouldn't pull revenue from other advertising streams that already exist.
"It's a direction all teams are moving," he said. "With the advent to TiVo and the enormous number of channel and website choices, it's become incredibly hard to hold the attention of the viewer during commercial breaks. It's easier in live sports where viewers are more likely to stay with the program than change the channel. We have been in the product placement business from the beginning."
However the shift to jersey advertising in U.S. sports is happening. Starting in 2009, the NFL allowed teams to sell advertisements on their practice jerseys, according to USA Today.
In March, Silver announced that ads on jerseys are "inevitable," according to CBS Sports. The change most likely will occur within the next five years, which may result in other leagues, like the NHL, following suit.
"It just creates that much more of an opportunity for our marketing partners to get that much closer to our fans and to our players," he said. "It gives us an opportunity just to have deeper integration when it comes to those forms of sponsorship. Increasingly, as we see Champions League and English Premier League televised in the U.S., I think it's going to become more acceptable and more commonplace for our fans as well."
The top team in each of the top four professional sports leagues could bring in more than a $1 million with jersey advertising, according to a 2011 Horizon Media study. While these numbers may have changed over the past three years, they are still substantial revenue streams if each league would allow uniform advertising. The survey indicated the NFL's Dallas Cowboys, New England Patriots and New York Giants could sell jersey advertising for more than $14 million while the MLB's New York Yankees estimated revenue for the same advertising space was slightly less than $14 million. The NBA's Los Angeles Lakers were believed to generate more than $4 million and the NHL's Chicago Blackhawks had the potential to reach $1.3 million.