Source: John Lombardo / SportsBusiness Journal
NBA teams, seeing the push for lucrative jersey advertising shelved, are getting two new areas inside their arenas as sources of revenue starting next season: on the court and atop the backboards.
League officials have approved teams selling on-court advertising for the high-profile space in front of team benches as well as the camera-visible areas on top of the backboards.
A league source said no specific valuation has been assigned to the new sales areas, but multiyear, multimillion-dollar deals are expected, with teams signing package deals that would provide an advertiser with visibility in both places. One team executive said the deals could range anywhere from mid-six figures to around $2 million annually, acknowledging that the value of the signage will vary widely by market.
Until now, the league had mandated that these areas be limited to team branding.
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