Will NBA Players Become Billboards?

On April 12, NBA owners gather in New York for their first board of governors meeting since the bitter labor dispute last fall. During that lockout, NBA Commissioner David Stern told anyone who would listen that the players would have to accept cuts because the NBA was losing more than $300 million a year, with 22 of its 30 teams in the red. The new collective bargaining agreement helped owners control costs, but many still badly need a revenue boost, which is why an old idea may get a new hearing at the April meeting: selling ad space on game jerseys.

According to Sports Business Journal, the idea is expected to be debated at the meeting. NBA spokesman Michael Bass says the agenda is not yet set but that “sponsor logos on NBA uniforms is a subject of ongoing conversation.” Marketing experts say it’s only a matter of time. “When you look at the revenue streams left available, jersey branding is the most significant that hasn’t been exploited,” says David Abrutyn, head of global consulting at sports marketing firm IMG Worldwide. “It’s inevitable,” agrees Frank Vuono, co-founder of 16W Marketing.