There has been great debate regarding the big four American sports leagues (NBA, NFL, NHL & MLB) embracing team jersey sponsorships. Some argue that America should fall in line with or better yet embrace the European way of doing things and that it’s not a big deal to have a firm’s logo on the front of a jersey. For others, mostly fans, it’s a breakdown in the identity of a team.
According to some columnist, “There is nothing sacred about sports uniforms”. That couldn’t be further from the truth. In America, we as fans embrace more than just the wins and losses…we take ownership in the team that we choose to support. A Los Angeles Lakers fan feels connected to the team; there is a since of pride that is evoked when he or she wears a jersey or any other team paraphernalia. We know when we see purple and gold, it means 16 NBA Championships, Jerry West, Magic Johnson, Kobe Bryant, Chick Hearn and Phil Jackson…it reminds you of the rich history the team has. The NBA and the NFL has taken the concept of the jersey a step further by introducing ‘throwback’ jerseys which remind you of the team of yesterday. In America, the sports uniform is just as much a part of the teams’ history and branding as it is a functional piece of clothing; or in this case another landscape for a potential sponsor.
I do agree with those who state, “…there is a great sports cultural divide between Europe and North America”. My response…there should be! That is what makes this world great! The fact that individuals are able to travel to another country and get a different view on things and experience another way of living is a beautiful thing. But to say that one country should do something like another, defeats the beauty of differences. The first American sports league to embrace team jersey sponsorships is the MLS, but ironically it’s the league/sport struggling the most with being embraced by Americans (based on game attendance and television ratings). I don’t think it’s a coincidence that soccer, the most popular sport in Europe and other countries, is struggling to catch on in the US.
If the big four leagues take a chance on team jersey sponsorships, it would have to make complete business sense. In the case of the WNBA teams who have embarked on these sponsorships, some analysts believe, it was a matter of increasing income to remain operational. There have been mixed reviews from fans…some hate it because they feel the team losing its identity; others note that if it keeps the team running than let it be.
At the end of the day, American leagues will make business decisions based on what is best for the team and the organization as a whole. Culturally, I don’t see Americans ever getting used to the idea of major corporations being the ‘face’ of sports teams. In a day where people are getting laid off from Chevron, having a hard time paying their American Express and fighting to get a better percentage rate on their loan from Bank of America…fans are seeking a place of solace, a piece of something they can call their own. For me, it’s the Los Angeles Lakers fighting their way to another NBA Championship!
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