Another example is Manchester United, the top giant in the Premier League, which can be called the No. 1 gold-absorbing powerhouse in football. Although Manchester United's shirt sponsor, Adidas, spends £96 million a year, but this is not a shirt advertising deal, but a package of sponsorships. The real jersey advertising contract is a £47 million a year with a car brand. Of the 20 teams in the Premier League, only six spent more than £10 million on annual advertising of their shirts in the 2016-2017 season, with most teams still at the £2 million to £5 million level. It is worth mentioning that 10 of the 20 teams in the Premier League are advertisers of bookmakers, which is expressly prohibited in the NBA.

The advertisements that are now allowed for jersey sponsorships signed by NBA teams are the advertising sponsors of the small area on the jerseys, not the sponsors of the jersey brands. The real big head has long been signed by the NBA and Nike. On June 11, 2015, Xiao Hua announced that the league and sports brand Nike had signed a jersey sponsorship contract for a period of 8 years, which will be implemented from the 2017-2018 season. Although Xiao Hua did not disclose the total amount of the contract at the time, according to people familiar with the matter, the sponsorship contract costs more than $50 million a year. Long before the NBA opened jersey advertising to teams, the league had already pocketed the biggest chunk of its profits.

What's more, whether it's Manchester United or Barcelona, they sell the entire advertising position on the chest; The NBA team's advertising position is only 6 centimeters the size of a tofu block. In terms of communication power and brand image expression, the two are completely incompatible. Even many economic analysts believe that the value of NBA jersey sponsorship advertising is obviously overestimated in the early days, and after the first sponsorship contract, the price of this jersey sponsorship advertisement may fall again. Therefore, even the top NBA teams such as the Warriors and Cavaliers may still be difficult to compare with football giants like Barcelona and Manchester United in terms of jersey advertising prices.

So what impact does jersey sponsorship advertising have on fans?

The 76ers have said that they will not have the sponsor's logo on the jerseys sold in the U.S. and around the world, except for those sold in their own stores. Such behavior is likely to be emulated by NBA teams, which means that fans will certainly not buy jerseys with the sponsor's logo if they don't want to.

Secondly, the signing of such a contract does not cause a fluctuation in the price of ticket prices, souvenirs, etc. This income will have some impact on the NBA's salary cap, but in terms of proportion, I am afraid that the impact will not exceed 5%. As a result, most teams have taken a lenient approach to the NBA's open jersey advertising sponsorship.

Who are the sponsors of the 2015 NBA season? The list of NBA sponsors, this year's NBA China Games has reached 16 sponsors, setting a new record for the China Games.

Last season, for example, about 690 million people watched NBA games on TV alone, which is a third-party statistic, which shows how much Chinese fans love the NBA. The reason why China has been able to attract a record number of sponsors is precisely because of its large NBA fan base.

Who are the sponsors of the 2015 NBA season? The list of NBA sponsors, this year's NBA China Games has reached 16 sponsors, setting a new record for the China Games.

Last season, for example, about 690 million people watched NBA games on TV alone, which is a third-party statistic, which shows how much Chinese fans love the NBA. The reason why China has been able to attract a record number of sponsors is precisely because of its large NBA fan base.

In fact, in addition to the China game, BA President Xiao Hua has said many times before that they are considering advancing the kick-off time of the NBA game, which is to meet the viewing needs of Chinese audiences; For example, in the 14 days of this year's Spring Festival, the NBA broadcast a record 58 games to Chinese audiences, with a cumulative number of viewers reaching 286 million.

The NBA's painstaking efforts in the Chinese market over the past few years have also paid off with great value, one of the most obvious examples is a few months ago when a domestic portal won the NBA's video game live broadcast rights for the next five years at a very high cost of more than $500 million, which shows the value of the NBA in China and the optimism of Chinese companies about the future development prospects of the NBA.

nike

The party bought a large LED screen in Lujiazui and replaced it with Jordan Brand to match the interview framing, which shows Nike's meticulous and comprehensive planning and the importance it attaches to Jordan Brand.

For NIKE, the Chinese market is no longer satisfied with buying the NIKE brand, the rapid growth of purchasing power makes people happy to pursue a more high-end than NIKE, Air Jordan has always been an important sub-brand of NIKE, and thanks to the big sales of brand products, Jordan himself, who has the right to share, has also benefited a lot. Between 2000 and 2012 alone, Nike paid Jordan more than $500 million in sneaker sales.

Prior to this, although Adidas was an official partner of the NBA, the brand identity could not be on the NBA court. Because of the previous agreement, the brand logo of the official NBA jersey sponsor can only appear on the team's warm-up and training jerseys. If the news exposed by foreign media is accurate, Nike will be the first brand logo to appear on the NBA's official game jersey, which is also a major change in the NBA's business cooperation.

Jordan Brand

The Jordan Sport series includes Jordan basketball shoes, sports training shoes and jerseys, all of which are breathable, stable, functional and avant-garde products, among which the AJ series of shoes has been launched to the 19th generation, and many replicas have made fans love it. The Jordan Lifestyle collection inspires a variety of sports elements, such as baseball jerseys, casual tops, long and short-sleeved shirts, wool tank tops or innovative jeans. Jordan's basketball shoes are a common shoe worn by NBA players.

Master Kong

On June 17, PepsiCo's partner in China, Master Kong, finally announced that he has officially become the exclusive partner of the NBA in Greater China. And this China game is also the beginning of Master Kong's comprehensive cooperation with the NBA. Master Kong's chief marketing officer, Li Ziqiang, said that the cooperation with the NBA is a big investment. "Master Kong has a long tradition of interacting with Chinese youth, making them an ideal partner for us to help the NBA promote basketball in China," said David Shu, CEO of NBA China. ”

Tencent Sports

Of course, as Asia's largest Internet company by market capitalization, Tencent has received more than just employee benefits through the NBA China. At least in the next five years, Tencent will further develop the commercial value of the NBA in the Chinese market and form synergies with the NBA, so as to gradually increase the stickiness of users to its products on the basis of the existing huge user base.