America has started to grapple with the issue of whether or not to allow jersey sponsorships, with sporting commentators expressing a variety of comments such as this from IEG:
http://www.sponsorship.com/About-IEG/Sponsorship-Blogs/Rob-Campbell/September-2009/Analyzing-Jersey-Sponsorships.aspx
The debate in the US is one that many sports in Europe have been through before. Indeed, in some European sports, the issue now is not should a sponsors name and logo be allowed on shirts, rather it is a case of how many? Indeed, in some countries, there are some additional questions being asked: sponsors on the back of shirts? On the shorts? How many on the shorts? On the socks too?
Having completed my doctoral thesis on jersey sponsorships and published work in the area (e.g. Journal of Advertising Research, Journal of General Management, International Journal of Sports Marketing and Sponsorship etc.), there would appear to be a number of questions facing teams, franchises and sponsors in the US including:
- Why is jersey sponsorship needed?
- What do these other sponsorships potentially offer that others don't?
- What value could jersey sponsorships add to teams, franchises and sponsors?
- What is the nature of the link with the bottom-line?
- In what ways would jersey sponsorships add to or cut through mar comms clutter?
- On what basis should sponsorship partners be acquired, retained and then relationships dissolved?
- What might be the cognitive and behavioural responses of consumers to jersey sponsorships?
- What is likely to be the optimal level of activation required to maximise the effectiveness of jersey sponsorships?
- What are the likely to be the ethics and legalities of jersey sponsorships?
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