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What the NBA's G-League Deal Means for Sports Marketing

The NBA has used the development league as a testing ground in the past. Now it looks to up the ante in sponsorship marketing by signing a long-term deal with Gatorade to be the title sponsor for the league. This has been a common practice both overseas (see Barclays Premier League, although they recently ended that partnership) as well as in the US market (NASCAR). The issue it could raise is around brand ownership. As the Premier League discovered they felt their brand was getting lost through its association with Barclays wherein Consumers either can’t distinguish between the two (i.e.: they think Barclays actually owns the league) or simply refer to it as the sponsored brand hence eliminating the need for a name for the league. No signs that the NBA will actually move in that direction but with jersey sponsorship on the horizon it’s something many marketers will take a great interest in. http://adage.com/article/cmo-strategy/nba-s-g-league-deal-means-sports-marketing/307985/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1487737744&utm_visit=682760

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