Gatorade will also incorporate its most recent products and equipment throughout the league.David Carter, executive director of the USC Sports Business Institute, called the deal “very authentic” because the brands are historically connected and the deal provides the opportunity for brand positioning from both sides. He said leagues look for true marketing partnerships because consumers can be “reluctant to embrace brands they think are inauthentic.”Putting sponsorships on jerseys is fairly new for the NBA. While other leagues have putting sponsorships on jerseys for several years, including the WNBA, MLS and soccer leagues overseas, the NBA got on board and approved on jersey corporate sponsorships patches starting next season.
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