The The New York Knicks have hired the Sportfive agency to aid them in their quest for a new jersey patch sponsor in the National Basketball Association (NBA). The Knicks are seeking a successor for their prior partnership with Squarespace, which terminated at the end of the 2021/22 NBA season.
The Hamburg-based sports marketing consultancy will use its market intelligence and sales network to identify a new jersey patch partner for the MSG Sports-owned franchise and hunt for worldwide brand partnerships through the league’s foreign marketing program.
Sportfive also handles licenses and provides premium events in over 30 sports, collaborating with the Football Association (FA), Bundesliga, Premier League, Los Angeles Dodgers, Ladies Professional Golf Association (LPGA), Los Angeles Lakers, PGA Tour, and New York Jets.
The New York Knicks:
The New York Knickerbockers, sometimes known as the New York Knicks, is an American professional basketball club based in the Manhattan region of New York City. The Knicks participate in the Atlantic Division of the Eastern Conference of the National Basketball Association (NBA).
Madison Square Garden
The club plays its home matches at Madison Square Garden, which they use with the National Hockey League’s New York Rangers (NHL). They are just one of two Major league teams based in New York City, along with the Brooklyn Nets. The Knicks are the only two original NBA teams remaining based in their original city, along with the Boston Celtics.
The franchise, founded by Ned Irish in 1946, was a co-founder of the Basketball Association of America (BAA), which merged with the competing National Basketball League (NBL) in 1949 to form the NBA[1]. Under the franchise’s inaugural head coach, Joe Lapchick, the Knicks were consistently postseason challengers in their early years. Starting in 1950, the Knicks recorded three consecutive trips to the NBA Finals, ending in defeat. Lapchick quit in 1956, and the squad soon began to struggle.
Sportfive collaboration
“The next Knicks jersey patch partner will be knitted into the fabric of our organization’s identity,” MSG Sports president and chief operations officer David Hopkinson stated.
“This patch will be worn by some of the world’s finest sportsmen and will be profoundly ingrained in one of the professional sports’ most recognizable brands.” We are pleased to work with Sportfive to find the best partner for the New York Knicks.
“The New York Knicks are among the most storied clubs in the NBA, and as a team playing in the ‘Mecca of Basketball,’ they are a vital part of the fabric of New York,” said Neil Glat, co-president of Americas at Sportfive[2].
“We are delighted to be collaborating with the Knicks on the team’s next jersey patch relationship; this is a fantastic chance to locate the appropriate brand partner who will be an excellent match for the Knicks and its fans.”
Sportfive Next Jersey Patch Sponsor
NEW YORK, 4 OCTOBER 2022 – The New York Knicks announced on October 4th, 2022 that they had chosen global sports marketing firm SPORTFIVE to obtain the team’s next jersey patch sponsor.
SPORTFIVE will act as the Knicks’ exclusive marketing agency on the lookout for its next jersey patch partner as part of the new partnership. The firm will use its comprehensive market data, unrivalled worldwide sales network, and considerable expertise to find the best international brand partner for the team’s jersey patch in local and foreign markets.
New York Knicks jersey patch
The New York Knicks jersey patch is one of the sport’s most exclusive and visible branding options. The Knicks have a storied history as one of the NBA’s original teams, and playing in New York City – the global capital of arts and money – would put a prospective partner in the limelight.
Along with the jersey patch, a partner would acquire significant assets from MSG Sports & MSG Entertainment’s extensive portfolio, including Madison Square Garden, The World’s Most Famous Arena, and another major venue, television, and internet exposure.
In addition to the jersey patch, SPORTFIVE will seek agreements with international-based businesses for the Knicks through the NBA’s International Marketing Program.
Organization’s Identity
“The next Knicks jersey patch sponsor will be knitted into the fabric of our organization’s identity,” stated David Hopkinson, President and Chief Operating Officer of Madison Square Garden Sports Corp.
“This patch will be used by some of the world’s finest sportsmen and will be profoundly ingrained in one of professional sports’ most recognizable brands. We are pleased to work with SPORTFIVE to find the best partner for the New York Knicks.”
“As a team playing in the “Mecca of Basketball,” the New York Knicks are a vital component of the fabric of New York,” remarked Neil Glat, Co-President, of Americas for SPORTFIVE. “We are delighted to be collaborating with the Knicks on the team’s next jersey patch relationship; this is a fantastic chance to locate the appropriate brand partner who will be an excellent match for the Knicks and its fans.”
Worldwide Suppliers
SPORTFIVE is an experienced and strong multinational team that provides cutting-edge services to sports rights holders worldwide. The agency manages rights and provides premium events in over 30 sports, including Atletico Madrid, Borussia Dortmund.
The Boston Athletic Association (Boston Marathon), the Bundesliga, the English Football Association (FA). The Kansas City Chiefs, the Los Angeles Dodgers, the English Premier League, Flamengo, the Los Angeles Lakers. The New York Jets, the LPGA, and the PGA TOUR, among numerous others. SPORTFIVE earns more than $1 billion in gross sales annually on behalf of its prized rights owner partners.
About SPORTFIVE
SPORTFIVE is a worldwide sports marketing firm that provides customer-focused solutions based on trust and openness.
Moreover, it offers extensive industry expertise, global contacts, digital intelligence, and innovation. The SPORTFIVE combines companies, rights-holders, media platforms. Fans to build and facilitate modern sports partnerships.
SPORTFIVE frequently leads
They SPORTFIVE frequently leads the sports industry into the future with new digital solutions while striving to be the most advanced and valued partner in sports.
SPORTFIVE will use its unique position at the heart of professional sport to make a constructive contribution to long-term sustainability. They live up to the social and economic obligation and responsibility that sport, and thus all parties involved.
SPORTFIVE operates with a global perspective and a network of over 1,200 local specialists in 15 countries worldwide, engaged in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics, and Multi-Sport Events, among others[3].
Why Did the NBA Allow Sponsorship Patches?
As early as 2012, the NBA discussed putting sponsorship patches on players’ shirts. According to reports, NBA commissioner Adam Silver ordered this conversation and implementation. NBA sponsorship patches have been worn by virtually all NBA clubs since the 2017 season.
While the reasons for permitting sponsorship patches on players’ jerseys varied, the ultimate goal was to boost the NBA league’s total operating revenue. Since their introduction, the sponsorship patches have produced more than $150 million in revenue for the league each year. The club owners are anticipated to keep half of the $150 million pool. The remaining half of the pool will be added to the existing revenue-sharing arrangement.
Who is the NBA’s Official Jersey Supplier?
While only loosely linked, Nike is the NBA’s official jersey provider. Nike began producing jerseys for specific teams in 1997. However, Nike struck an eight-year clothing contract with the NBA in 2017 and became the league’s official sponsorship partner.
Nike became the exclusive jersey provider for all NBA clubs with this 2017 deal. While the specific terms were not disclosed, it has been alleged that Nike paid a stunning $1 billion to become the NBA’s exclusive jersey provider[4].
Agreement Allows
This agreement allows Nike to sell genuine, original NBA apparel to fans and emblazon their mark, the iconic Nike Swoosh, on every jersey worn by a player on the floor and on the bench.
In addition to being the NBA’s official uniform provider, Nike controls more than 90% of the retail basketball shoe industry in the United States. This is accomplished not only via savvy marketing and promotion but also through high-profile endorsement relationships with NBA stars such as Kevin Durant, LeBron James, and Russell Westbrook.
“This agreement with Nike marks a new paradigm throughout the structure of our global merchandising business,” said NBA commissioner Adam Silver. Nike, as our official on-court gear provider, will be critical in our combined efforts to develop the game internationally while incorporating cutting-edge technology into the design of our uniforms and on-court items.
History of NBA Jersey Licenses
- From the late 1980s until the early 1990s, Champion was in charge of all NBA outfits. During this period, Michael Jordan demanded that longer NBA shorts be worn. His desire would be granted and enforced throughout the league.
- Nike joined Champion as an NBA jersey maker in 1997.
- Puma joined Champion and Nike in providing official NBA jerseys to clubs from 1999 to 2001.
- 2001-2002 – Reebok joins forces to supply NBA jerseys to particular clubs.
- 2002-2003 – Reebok acquires the NBA jersey license from Champion.
- Reebok acquired Nike’s NBA jersey license in 2004-2005.
- From 2006 through 2017, Adidas replaced Reebok as the exclusive supplier of all NBA jerseys.
- Nike replaces Adidas as the exclusive provider of all NBA jerseys from 2017 until 2025.
When executives at Adidas and the NBA could not agree on particular conditions, the contract was terminated, giving Nike the opportunity to become the official, sole provider of NBA jerseys.
Partner in Sports Betting
Caesars Entertainment Corporation
The Caesars Entertainment was officially name the NBA’s Sports Betting Partner of the New York Knicks in November 2021. They Caesars Sportsbook is a corporation subsidiary with a multi-year marketing agreement with Madison Square Garden.
Caesars Sports owns the stadium’s branding and VIP rights for all Knicks games and other special events.
Marketing Sponsorship
Infosys
Infosys is an information technology consulting firm that was name the New York Knicks’ Official Digital Innovation Partner in November 2021.
This collaboration includes the establishment of a command center at MSG to improve the fan experience and provide real-time operational information. It also aims to increase fan involvement by giving detailed statistics for the New York Knicks.
Official Associates
BetMGM
BetMGM is an online betting firm that was recognize as the Knicks’ Official Partner in November 2021. The BetMGM receives extensive exposure across all Knicks channels, as well as in their MSG features.
Clorox Corporation
Since April 2021, the Clorox Company has been the Official Cleaning And Disinfecting Product Partner of the New York Knicks. Clorox is a well-known brand whose products, including MSG, contribute significantly to the creation of cleaner and healthier surroundings.
5G Exclusive Partner
Verizon
The telecommunications industry behemoth has stretched its 5G architecture across 60 stadia after reaching multi-year deals with 15 NBA organizations, including the New York Knicks.[5]
Team NBA Patch Sponsors
- Atlanta Hawks – Sharecare (five to ten million dollars every year for three years)
Sharecare is a health and wellness firm established in Atlanta, Georgia, that provides consumers with individualised health information, activities, and services.
- Vistaprint – Boston Celtics (unknown)
Vistaprint is a Dutch online retailer that sells both physical and digital marketing items.
- Webull of the Brooklyn Nets (unknown)
Webull is an electronic trading platform that provides commission-free stock and options trading.
- Lending Tree – Charlotte Hornets (unknown)
Loan Tree is a lending marketplace based in the United States.
- Zenni Optical – Chicago Bulls (unknown)
Zenni Optical is an online retailer of eyeglasses and glasses.
- Goodyear Tire and Rubber Company – Cleveland Cavaliers ($10 million over three years)
Goodyear Tire and Rubber Company manufacture automobile tyres.
- Chime by Dallas Mavericks (unknown)
Chime is an online loan marketplace that serves both consumers and businesses.
- Western Union – Denver Nuggets ($5-10 million per year)
Western Union is a money transfer service that delivers and facilitates the transfer of payments between persons.
- United Wholesale Mortgage – Detroit Pistons (unknown)
United Wholesale Mortgage is an American business and residential mortgage lender.
- Rakuten – Golden State Warriors ($20 million per year for three years)
- Zenni Optical – Chicago Bulls (unknown)
Zenni Optical is an online retailer of eyeglasses and glasses.
- Goodyear Tire and Rubber Company – Cleveland Cavaliers ($10 million over three years)
Goodyear Tire and Rubber Company manufactures automobile tyres.
- Chime by Dallas Mavericks (unknown)
Chime is an online loan marketplace that serves both consumers and businesses.
- Western Union – Denver Nuggets ($5-10 million per year)
Western Union is a money transfer service that delivers and facilitates the transfer of payments between persons.
- United Wholesale Mortgage – Detroit Pistons (unknown)
United Wholesale Mortgage is an American business and residential mortgage lender.
- Rakuten – Golden State Warriors ($20 million per year for three years)
Rakuten is a Japanese e-commerce website.
- Credit Karma – Houston Rockets (unknown)
Credit Karma is a consumer-focused financial services firm.
- Motorola Indiana Pacers (unknown)
Motorola is a consumer electronics and telecommunications business based in the United States.
- Honey, Los Angeles Clippers (unknown)
Honey is a Los Angeles, California-based firm that provides browser extensions that automatically hunt for discounts on qualified internet transactions for users.
- Bibigo ($100 million over five years) – Los Angeles Lakers
CJ, Korea’s leading lifestyle corporation, launched bibigo as a global brand. The brand reinvents 5,000 years of great food to match today’s contemporary, fast-paced lifestyles.
- FedEx Memphis Grizzlies (unknown)
FedEx is a multinational delivery company headquarter in Memphis, Tennessee.
- Ultimate Miami Heat The Kronos Organization (unknown)
Ultimate Kronos Group is a provider of labor management and human capital management solutions.
- Motorola – Milwaukee Bucks (unknown)
Motorola is a consumer electronics and telecommunications business based in the United States.
- Aura of the Minnesota Timberwolves (unknown)
Aura is a consumer-focused digital, financial, and identity risk solution.
- Ibotta New Orleans Pelicans (unknown)
Ibotta is a mobile technology firm based in the United States that allows smartphone users to receive cash back on in-store, mobile app, and internet purchases.
- Sportfive – New York Knicks (unknown)
SPORTFIVE is a worldwide sports marketing firm that provides customer-focused solutions based on trust and openness.
- Love’s Travel Stops & Country Stores – Oklahoma City Thunder (unknown)
Love’s Travel Stops & Country Stores runs over 500 truck stops and convenience stores in 41 states in the United States[6].
Frequently Asked Questions
1- Will the NBA ever discontinue its patch sponsorship program?
While there was considerable opposition to the sponsorship scheme at first, such concerns have already diminished and are no longer a major worry. As a result, the NBA is unlikely to discontinue the sponsorship deal. They are likely to remain in the league because of the enhanced cash source and the relatively small size of the patches.
2- Will the NBA make new sponsorship opportunities available?
While no public announcements have been made, it is quite probable that the NBA and the league as a whole are exploring new sponsorship options. The NBA is perfectly position to deliver these options within the next year due to growing income potential and significant demand for sponsorships.
References
[1] Shailesh Paswan, (4 Oct,2022), New York Knicks choose Sportfive to find new jersey patch sponsor from Eranicle[https://www.sportspromedia.com/news/new-york-knicks-sportfive-jersey-patch-sponsorship-nba/]
[2] Carmine N. Tiso, (4,Oct,2022) New York Knicks Select Sportive to Secure the team Next Jersey Sponsor from Beyound the Match [https://beyond-the-match.com/en/new-york-knicks-select-sportfive-to-secure-the-teams-next-jersey-sponsor/]
[3] About Sportfive from Sportfive Official Website[https://sportsponsoringwiki.beyond-the-match.com/en/]
[4] List of NBA Jersey Sponsors (2021-2022 Season), 2022 from Ball Are Life[https://ballarelife.com/list-of-nba-jersey-sponsors-2021-2022-season/]
[5] Sports Staff, (16 December 2021), New York Knicks Sponsors 2021-2022 by Sports Khabri[https://sportskhabri.com/new-york-knicks-sponsors-2021-2022/]
[6] New York Knicks, Wikipedia[https://en.wikipedia.org/wiki/New_York_Knicks]
