Photographer: Nathaniel S. Butler/NBAE/Getty Images

Knicks Team Up With Squarespace for Patch Sponsorship Deal

  • Squarespace helps with creation and maintenance of websites
  • NBA teams can sell jersey ads for first time this season

Squarespace Inc., which sells tools to help people create and maintain websites, will have its logo on the uniform of the New York Knicks this season.

Financial terms of the agreement weren’t disclosed by either the company or team, which is the latest to take advantage of the National Basketball Association’s new three-year pilot program that allows clubs to put sponsor logos on their jerseys.

The patch sponsorships have sold for $5 million and up, depending on the team, the market and the sponsor. The defending champion Golden State Warriors got $20 million a year in their deal with Rakuten Inc., which also has a jersey sponsorship deal with Spanish soccer club FC Barcelona.

The NBA ads measure 2.5 inches by 2.5 inches and are worn on a player’s left shoulder.

Squarespace ads are ubiquitous on hip podcasts like “This American Life.” It also produced a Super Bowl ad featuring actor John Malkovich earlier this year. Their competitors include Wix Inc., Weebly Inc. and WordPress creator Automattic Inc. 

The jersey will debut when the Knicks, who traded All-Star Carmelo Anthony to Oklahoma City during the offseason, open the regular season Oct. 19 against the Thunder in a nationally televised game.

— With assistance by Gerrit De Vynck

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