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
Is this the end of eCommerce and the revival of brick & mortar? With Alibaba’s $2.88 billion purchase of a stake in a top Walmart competitor in the Chinese market one would not be faulted for answering that question affirmatively but this is probably moreso that latest stage of the Imperial Army slowly mowing down the last of the Rebels. Sure companies like Amazon and eBay are never going to forsake their digital platforms but they have wrecked enough carnage in the brick & mortar world to now have a wide enough birth to start becoming omni-channel players. What does this mean for the surviving brick & mortar companies? Be afraid. Be very afraid. https://finance.yahoo.com/news/alibaba-spending-2-9-billion-111959145.html
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