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July 29, 2014
The NBA's Sponsored Uniforms
 
The world of sports is unlike any other. The kind of money that is spent is not only considered as "extra" to many consumers, but could also be considered as "necessary" to a small amount of them. Think about it — the amount of decades it takes to get season tickets to a Green Bay or Steelers game is absurd, yet people await the time the call comes so they can shell out thousands of dollars to see their favorite team play a sport. This is a leisure activity that has very direct effects on new infrastructure or city WiFi.

Take a sport like pro basketball and the NBA, an organization that has already been thinking of taking the European football route of selling jersey space to advertisers. Why not? The potential of lowering game ticket prices, or the increased sales support for merchandise, seems like a win-win situation.

Of course, your purists will bicker. But that's what purists do. So we're good.

That we have billionaire athletes like Tiger Woods and LeBron James is a testament to the fact that a purist's mind neglects whatever doesn't fit their argument.

Once it is implemented, like we all assume, will the NBA policy actually work?

Time will tell.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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