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.
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After quite literally handing a head start to Amazon and enabling it to become it’s default connection for Customer’s Toys ‘R Us finds itself the latest victim added to the ever-growing heap at the retail morgue (see: Borders, HH Gregg, Circuit City, RadioShack, Payless Shoes, Sports Authority etc). That and the massive debt load (more than $5 billion) that it took on as a result of (over) leveraged buy-out by PE firms KKR, Bain Capital, and Vornado Realty Trust certainly didn’t help. Toys ‘R US Chairman Dave Brandon said that today the company can operate free from financial constraints with the debt restructured under Chapter 11 and stores are supposed to stay open for the Christmas season where Toys ‘R Us earned 40% of its U.S. sales last year. He went on to say that this should also buy them time to invest in the business by improving the Customer experience (both in store and online). Part of that apparently will include closing underperforming stores whilst remaining locations ...
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