As we head toward the re-start of the restarts of the NBA and the NHL, deeper into the chasm of college basketball and look ahead to MLB and MLS and so many other sports keep on keeping on in the first half of 2021, the question of dollar flow, especially with few or limited fans in the stands, continues to be an ugly proposition.
The search for ancillary dollars, from gambling to streaming to new categories of sponsorship tied to areas like health and wellness, continue to be bandied about, as new real estate is examined for expansion. That real estate isn’t in an area, its on the equipment of those on the ice, the court and the field, areas which are continuing to be measured and priced as new revenue sources. The NBA saw three teams with new jersey patch deals, and the NHL, just days after opening up the ability to sell signage on team helmets, saw three deals signed, with the Devils and Capitals and Predators first in the door.
There were also some questions raised about patch deals in other sports, as the L.A. Rams continue to wear a “team patch” on the front of their jerseys with little clear reason as to why, and MLB looks at what their options could be, from uniform patches to even the use of batting and catchers helmets in ways like what the NHL has done. While nothing is finalized, the buzz for dollars and value continues to be heard.
That brought us to another game fixture that is highly visible, has tested some small signage for years, and could also be mined. Officials apparel. In sports like football, basketball and soccer and baseball, the on-field officials, because of the use of replay, have become more and more visible, and their personalities and stories, once kept in the background, have become part of the sport narrative. Many retired officials have gone on to careers in media, showing personality that sometimes was lost in the flow of the action and the athletes.
So why not a patch for officials? Some may say that it commercializes or even could lead to integrity issues, but we are not suggesting a sponsorship from MGM or Golden Nugget. Some also say the role of officials is too prominent today, and they should not be part of the narrative, but their presence will continue to be part of game story as technology to perfect or correct class keeps rising with the use of cameras and analytics. It is Ok for them to head to a tablet or a tent to review, and for those reviews to be sponsored by a brand like Microsoft, but why would it not be ok to have consistent, sellable assets on a shirt? It certainly would be clear and in focus as calls arise, and the nature of officiating could lend itself to a brand like an insurance company or a wealth management or tech firm. The officials are also league employees, so keeping a consistent presence across all games or matches would fit nicely, and in sports like soccer, large, affiliated patches, like those put forward by FIFA, already are clearly seen across black uniform shirts.
Maybe the area is still off limits, or maybe the price point hasn’t been hit yet, but there is clear visibility, clear opportunity, and in a time when dollars are needed, clear revenue to be had.
So, while we look for player patches to keep becoming the norm, lets not overlook those with the whistles, they are front and center, and can sell a brand like they sell calls, with great authority and opportunity.
