A Brief History of Jersey Sponsorship

via Getty Images
via Getty Images

Yesterday, NBA Commissioner Adam Silver spoke at a Sports Business Daily conference and said that the move to put sponsorship patches on team jerseys is "inevitable." He added that this revenue-increasing tactic will likely go into practice within the next five years.

Jersey sponsorship has its roots in soccer, but it has slowly begun to creep into the other major professional sports. Here’s a brief history of the practice, including some of the more interesting jersey sponsors over the years.

The Pioneers

Most soccer historians credit Peñarol, a Uruguayan club team, with introducing the concept of jersey sponsorship to the sports world during the 1950s. A handful of clubs in France, Denmark, and Austria turned to jersey sponsorship as a means of bringing in a little extra money in the years that followed, but most leagues throughout the rest of Europe were vehemently opposed to the idea and prohibited member teams from featuring names or logos other than their own on their shirts.

Jager Bomb Precedes Sponsorship Explosion

A new age in jersey sponsorship began in 1973, when Günter Mast, the nephew of Jagermeister creator Curt Mast, had the brilliant idea of placing the German liqueur’s stag and glowing cross logo on German Bundesliga squad Eintracht Braunschweig’s uniforms. Mast had previously launched a Jagermeister-sponsored motor racing team, but saw an incredible opportunity in the world’s top sport. “Through football, you could reach all sections of the population,” he said, according to a 2008 Soccernet article.

Mast paid Eintracht Braunschweig anywhere from 160,000 Marks to 800,000 Marks over five years to put the Jagermeister logo on the front of its shirts. Initially, the German football association denied the club’s request, but the league was powerless when Eintracht Braunschweig’s players voted to replace their traditional logo with the Jagermeister stag. On March 23, 1973, the team made its debut against Schalke in its new uniforms. Seven months later, the Bundesliga officially sanctioned jersey sponsorship.

England Reluctantly Joins the Sponsorship Party

Three years after the Jagermeister logo debuted on the pitch in Germany, Kettering Town of the English Southern League signed a four-figure sponsorship deal with Kettering Tyres and took the field with its sponsor’s name emblazoned across the front of its shirt. When league officials ordered the club to remove the name, Kettering responded by removing the last four letters in “TYRES” and claimed that “KETTERING T” stood for Kettering Town. The league didn’t find that explanation satisfactory and threatened the club with a hefty fine before it eventually removed all of the letters. One year later, English leagues began allowing jersey sponsorship.

Jersey Sponsorship Values Skyrocket

Over the last 35 years, jersey sponsorship deals have emerged as major revenue sources for clubs throughout the world, particularly in Europe. According to a report by SPORT+MARKT, the total invested in jersey sponsorship in Europe’s top five leagues doubled from 235 million euros in 2000 to 470 million euros in 2011.

One of the largest jersey sponsorship deals belongs to Manchester United, which agreed to a $131 million deal over four years with Chicago-based AON Corp after previously being sponsored by AIG. 

Barcelona Shells Out, Eventually Sells Out

While most of their European counterparts gave in to the temptation of jersey sponsorship long ago, FC Barcelona shunned the practice for the first 111 years of its storied existence. In 2006, the club announced an unusual agreement with UNICEF, whereby it would donate $1.5 million annually to the humanitarian organization and feature the UNICEF logo on the front of its classic jerseys.

In the face of growing financial pressures, the opportunity costs of not having a corporate sponsor became too great, however, and Barcelona announced a record-setting agreement with the Qatar Foundation last December. Starting on July 1, the Qatar Foundation’s logo will appear on the front of Barcelona’s shirts and the UNICEF logo will be moved to the back. Barcelona will receive $200 million over five years from the nonprofit.

All Sorts of Sponsors

Money talks, which leads to some interesting sponsors. Here are a few of the more amusing and interesting European jersey sponsorship deals over the years.

• Clydebank – Wet Wet Wet: In 1994, the Scottish pop rock band Wet Wet Wet’s cover of The Troggs’ “Love Is All Around” spent 15 weeks atop the British charts. Following that success, the band sponsored its hometown team.

• FC Nurnberg – Mister Lady: The garment company sponsored the German Bundesliga team, making Nurnberg the target of much ridicule. There’s no need for trash talk when you can simply point to your opponent’s chest. (See also: Oxford United – Wang Computers, AC Milan – Pooh Jeans, and many more.)

• West Brom – No Smoking: From 1984 to 1986, the West Midlands Health Authority paid to have the universal No Smoking sign placed on the front of West Bromwich Albion’s jerseys. The campaign featured the slogan, “Be like Albion – kick the smoking habit.”

• Scarborough – Black Death Vodka: The English Football League banned this sponsorship shortly after it was announced in 1990. “The company is wholly reputable,” Scarborough chairman Geoffrey Richard told reporters following the announcement. “It may be just a case of overreaction. It is perhaps understandable when efforts are being made to improve the sport’s image.”

• Portsmouth – Ty: The Ohio-based company responsible for Beanie Babies had its European headquarters in Portsmouth and sponsored the English Premier League team from 2002 to 2005.

Jersey Sponsorship in the United States

In 2006, Major League Soccer’s Real Salt Lake became the first major professional team in the United States to embrace jersey-front sponsorship when it announced a deal with XanGo, which produces nutritional supplement products. The Philadelphia Union is sponsored by Bimbo (pronounced BEEM-bo), a Mexico-based bakery. "I just think it's kind of dumb," Union fan Anne Ewing told a reporter after the sponsorship deal was announced. "We'll all have to explain it over and over and over again."

WNBA and D-League Join In

Shortly after the MLS broke the jersey sponsorship ice in the United States, the WNBA authorized its teams to feature sponsors’ logos on their uniforms. The Phoenix Mercury was the first team to take the bait, replacing its logo with that of LifeLock, which specializes in identity-theft protection. “We thought it was time we stepped outside the boundaries and bring additional value to our marketing partners,” Mercury president Jay Parry said.

The NBA Development League wasn’t far behind. In 2010, the league champion Rio Grande Valley Vipers forged a partnership with Lone Star National Bank, agreeing to feature the bank’s logo on the front of its jerseys. Around the same time, the NBDL’s Erie BayHawks announced a sponsorship agreement with the Lake Erie College of Osteopathic Medicine (LECOM).

We’re Talking About Practice Jerseys

In 2009, the NFL allowed teams to sell sponsorship patches for their practice jerseys and several teams took advantage during training camp. Teams were prohibited from partnering with alcohol brands. The New Jersey Nets became the first NBA team to feature sponsorship on its practice jerseys as part of a deal with PNY Technologies later that year. Several NHL teams, including the Calgary Flames, Chicago Blackhawks, and Vancouver Canucks, started selling practice jersey sponsorship.

Are game jerseys next? According to a Horizon Media study, the Dallas Cowboys, New England Patriots and New York Giants could all land jersey sponsorship deals worth more than $14 million per year. The same study estimated the total potential value in jersey sponsorship across the four major American professional sports leagues is $371 million.

NBA Joins the Party

If you want an NBA jersey untouched by a sponsor's logo, you should probably buy one soon. The NBA's plans for sponsored jerseys would be worth an estimated $100 million to the league and, according to Adam Silver, "It just creates that much more of an opportunity for our marketing partners to get that much closer to our fans and to our players." In other words: "$$$."

According to reports, the sponsorship placement would amount to one 2½ inch by 2½ inch patch per jersey. That's not a lot of real estate on a 7'2" center, but there's definitely room to grow.

Unraveling the Many Mysteries of Neil Diamond's 'Sweet Caroline'

Keystone/Getty Images
Keystone/Getty Images

The story of Neil Diamond’s "Sweet Caroline" has it all: love, baseball, Kennedys, Frank Sinatra, Elvis, and the triumph of the human spirit. It’s pop’s answer to the national anthem, and as any karaoke belter or Boston Red Sox fan will tell you, it’s way easier to sing than "The Star-Spangled Banner." As the song celebrates its 50th birthday this year, now’s a good time—so good, so good, so good—to dig into the rich history of a tune people will still be singing in 2069.

"Where it began, I can’t begin to knowing," Diamond sings in the song’s iconic opening lines. Except the "where" part of this story is actually pretty simple: Diamond wrote "Sweet Caroline" in a Memphis hotel room in 1969 on the eve of a recording session at American Sound Studio. By this point in his career, Diamond had established himself as a fairly well-known singer-songwriter with two top-10 hits—"Cherry Cherry" and "Girl, You’ll Be a Woman Soon"—to his name. He’d also written "I’m a Believer," which The Monkees took to #1 in late 1966.

 

The "who," as in the identity of the "Caroline" immortalized in the lyrics, is the much juicier question. In 2007, Diamond revealed that he was inspired to write the song by a photograph of Caroline Kennedy, daughter of John F. Kennedy, that he saw in a magazine in the early ‘60s, when he was a "young, broke songwriter."

"It was a picture of a little girl dressed to the nines in her riding gear, next to her pony," Diamond told the Associated Press. "It was such an innocent, wonderful picture, I immediately felt there was a song in there.” Years later, in that Memphis hotel room, the song was finally born.

Neil Diamond sings the National Anthem prior to Super Bowl XXI between the New York Giants and the Denver Broncos at the Rose Bowl on January 25, 1987 in Pasadena, California
George Rose/Getty Images

Perhaps because it’s a little creepy, Diamond kept that tidbit to himself for years and only broke the news after performing the song at Kennedy’s 50th birthday in 2007. "I’m happy to have gotten it off my chest and to have expressed it to Caroline," Diamond said. "I thought she might be embarrassed, but she seemed to be struck by it and really, really happy."

The plot thickened in 2014, however, as Diamond told the gang at NBC’s TODAY that the song is really about his first wife, Marsha. "I couldn’t get Marsha into the three-syllable name I needed,” Diamond said. "So I had Caroline Kennedy’s name from years ago in one of my books. I tried ‘Sweet Caroline,’ and that worked."

It certainly did. Released in 1969, "Sweet Caroline" rose to #4 on the Billboard Hot 100. In the decade that followed, it was covered by Elvis Presley, soul great Bobby Womack, Roy Orbison, and Frank Sinatra. Diamond rates Ol’ Blue Eyes’ version the best of the bunch.

"He did it his way," Diamond told The Sunday Guardian in 2011. "He didn't cop my record at all. I've heard that song by a lot of people and there are a lot of good versions. But Sinatra's swingin', big-band version tops them all by far."

 

Another key question in the "Sweet Caroline" saga is "why"—why has the song become a staple at Fenway Park in Boston, a city with no discernible connection to Diamond, a native of Brooklyn?

It’s all because of a woman named Amy Tobey, who worked for the Sox via BCN Productions from 1998 to 2004. During those years, Tobey had the wicked awesome job of picking the music at Sox games. She noticed that "Sweet Caroline" was a crowd-pleaser, and like any good baseball fan, she soon developed a superstition. If the Sox were up, and Tobey thought they were going to win the game, she’d play the song somewhere in between the seventh and ninth innings.

"I actually considered it like a good luck charm," Tobey told The Boston Globe in 2005. "Even if they were just one run [ahead], I might still do it. It was just a feel." It became a regular thing in 2002, when Fenway’s new management asked Tobey to play "Sweet Caroline" during the eighth inning of every home game, regardless of the score.

At first, Tobey was worried that mandatory Diamond would lead to bad luck on the actual diamond. But that wasn’t the case, as the Sox won the World Series in 2004, ending the "Curse of the Bambino" and giving Beantown its first title since 1918. In 2010, Diamond made a surprise appearance at Fenway to perform "Sweet Caroline" during the Red Sox's season opener against the New York Yankees. He wore a Sox cap and a sports coat emblazoned with the message "Keep the Dodgers in Brooklyn."

 

A different mood greeted Diamond when he returned to Fenway on April 20, 2013, just five days after bombings at the Boston Marathon killed three people and injured nearly 300 others. "What an honor it is for me to be here today," Diamond told the crowd. "I bring love from the whole country." He then sang along with the ‘69 recording of the song, leading the crowd in the "Ba! Ba! Ba!" and "So good! So good! So good!" ad-libs that have essentially become official lyrics. Diamond also donated all the royalties he received from the song that week, as downloads increased by 597 percent.

The Red Sox aren't the only sports team to have basked in the glory of "Sweet Caroline." The song has become popular with both the Penn State Nittany Lions and Iowa State Cyclones football squads and has even crossed the Atlantic to become part of the music rotation for England's Castleford Tigers crew team and Britain's Oxford United Football Club.

Over the last five decades, millions of people have had their lives touched by "Sweet Caroline" in one way or another. The enduring popularity must be a pleasant surprise for Diamond, who had no idea he’d written a classic back in 1969. "Neil didn't like the song at all," Tommy Cogbill, a bass player at American Sound Studio, said in an interview for the 2011 book Memphis Boys. "I actually remember him not liking it and not wanting it to be a single."

The Ohio State University Is Trying to Trademark the ‘The’ in Its Name

As any good Ohioan knows, there’s a big difference between an Ohio state university and The Ohio State University. But with countless other public colleges across the state, including the similarly named Ohio University, it’s not hard for out-of-towners or prospective students to get confused. To further distinguish themselves from other institutions (and to capitalize on merchandise opportunities, no doubt), The Ohio State University is pursuing a trademark for the The in its name.

According to Smithsonian.com, trademark lawyer Josh Gerben first broke the news on Twitter, where he shared a short video that included the trademark application itself, as well as examples of how the university plans to use the word on apparel. One is a white hat emblazoned with a red THE, and the other is a red scoop-necked T-shirt with a white THE and the Ohio State logo beneath it. Gerben predicts that the U.S. Patent and Trademark Office will initially deny the trademark request on the basis that those examples aren’t sufficient trademark use, but the university would have an opportunity to try again.

The Columbus Dispatch reports that university spokesperson Chris Davey confirmed the trademark application, saying that “Ohio State works to vigorously protect the university’s brand and trademarks.” He’s not exaggerating; the university has secured trademarks for legendary coaches Urban Meyer and Woody Hayes, plus more than 150 trademarks and pending applications across an impressive 17 countries.

The school's 2017 request to trademark the initials "OSU" provoked an objection from Oklahoma State University, which is also known as OSU, but the two schools eventually decided that they could both use it, as long as each refrained from producing clothing or content that could cause confusion about which school was being referenced.

The Ohio State University, perhaps most famous for its marching band, public research endeavors, and legendary athletic teams, is not impervious to social media mockery, however.

Ohio University responded with this:

And the University of Michigan, OSU’s longtime sports rival, suggested that it should trademark of:

However bizarre this trademark may seem, it's far from the weirdest request th Patent and Trademark Office has ever received. Check out these colors and scents that are also trademarked.

[h/t Smithsonian.com]

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