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[link widoczny dla zalogowanych] Another thing to consider is that while MLB’s New York Yankees and Boston Red Sox could bring in $13,803,011 and $11,522,[link widoczny dla zalogowanych],219, respectively, there is a significant drop-off to the third-place New York Mets at $8,[link widoczny dla zalogowanych],954,315. These estimates were produced prior to recent news about the Mets ownership situation. But they anyway show a clear disparity that further defines the “haves vs. the have nots” between MLB clubs teams.
[link widoczny dla zalogowanych] Labor strife,[link widoczny dla zalogowanych], shaky balance sheets, a lack of available capital, increased scrutiny of Wall Street firms, and a host of other financial storms will persuade owners of U.S. sports teams to develop the game day jersey sponsorship market sooner rather than later. When that market opens, decision-makers on both sides of a sponsorship deal may look to a recent study conducted by Horizon Media that indicates corporate sponsorships on game day jerseys worn by professional sports teams in the United States could generate upwards of $370 million per year. Even in the best of times, the idea that anything in the neighborhood of this number could be achieved would be enough to get at least a few marketing, branding, and sales departments into meetings come Monday morning. Yet whether the findings of this study serve as a baseline, there is in any case a high [link widoczny dla zalogowanych] probability that we already know what the market will look like and how it will behave.
[link widoczny dla zalogowanych] Pittsburgh and Notre Dame have started to emerge as the cream of the Big East, with 11-1 and 10-3 conference records respectively. Pittsburgh, in particular, got a huge win by squeezing by Villanova, 57-54,[link widoczny dla zalogowanych], to maintain firm position as the top dogs. UConn suffered the biggest setback of the week, getting pasted at MSG by St. John's, their third loss in their last four games. Kemba Walker has struggled mightily of late, and his Player of the Year chances have all but vanished. UConn joins a glut of teams with five conference losses, while Syracuse continues to fade, as the grueling Big East schedule seems to be exacting a heavy toll on just about everyone. Poor DePaul is still not sure how they ended up in the Big East,[link widoczny dla zalogowanych], "Did we take a wrong turn or something,[link widoczny dla zalogowanych], this can't be the right place?" A tilt between Georgetown and Connecticut highlights the next week of games [link widoczny dla zalogowanych].
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More striking, however, is the disparity between leagues. Given the numbers noted above, what is to be made of the finding that in the NBA the Los Angeles Lakers reign with $4,059,744, while the next two positions are held by the New York Knicks at $2,775,182 and Boston Celtics at $2,718,950? Further, what about the estimate that the Chicago Blackhawks,[link widoczny dla zalogowanych], at $1,372,007, are followed by the New York Rangers at $708,267 and Pittsburgh Penguins at $676,938?
[link widoczny dla zalogowanych] One silver lining is that the study purposely did not include the value of in-stadium impressions, ancillary exposure across media, or merchandising,[link widoczny dla zalogowanych], any of which are said to raise the estimated values. But beyond these and any other estimates, it will prove difficult for owners and sponsors to keep from becoming speculators as the jersey sponsorship market beckons—not unlike what was experienced during the decade-long stadium naming rights boom that began in the mid-1990s. As with stadium naming rights,[link widoczny dla zalogowanych], no doubt that many millions of dollars will change hands and a handful of deals will turn out winners on both sides, if mostly owing to serendipity.
The concept of game day jersey sponsorship is not new to the business of U.S. professional sports leagues. Major League Soccer clubs and corporate partners—Volkswagen, Best Buy, Alaskan Airways— have struck jersey sponsorships deals in the recent past and several teams across the major sports leagues already have sponsorship deals for their practice uniforms. It also hasn’t gone without notice that jersey sponsorships are standard fare for revenue generation among clubs and teams in sports leagues of all types and sizes outside of the U.S. Still, obtaining a valid and reliable metric for many forms of sponsorship has to-date been a rather elusive effort. It is therefore of some benefit to turn to the Horizon Media study, if at least because it might well reveal the landscape of today and the jersey sponsorship market of tomorrow.
The study evaluated each of the top 20 teams in the National Football League, Major League Baseball,[link widoczny dla zalogowanych], the National Basketball Association,[link widoczny dla zalogowanych], and the National Hockey League based on media market size. According to the study, which looked at factors such as logo size, cost of a 30-second commercial, frequency of brand viewed per game, and length of time a brand is visible, it is estimated that the Dallas Cowboys, New England Patriots, and New York Giants could each command $14,011,721 per year in jersey sponsorship. This amount sets them atop the NFL and overall lists. But now consider that this together represents just short of 9 percent of the overall projected amount for all sports. Should there be a lockout, even if everything else is somehow held constant, by how much and in which direction is the number likely to change?
And here too there is likely to be the absence of an accurate yardstick to determine return on investment, which is due to priority for “doing deals” over creating customers. To wit, look not much further than the amount of attention that is lavished on the number of “impressions” or “detections” without anything about how many people made a purchase of the product or service [link widoczny dla zalogowanych] .
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The Devils have quietly put together an impressive last month of hockey, going 12-1-2 in their last fifteen games, or 12-3 if you were to use the unorthodox wins and losses system preferred by every other sport in history. The key has been the resurgence of Ilya Kovalchuk, who has tallied 11 goals since the switch to Jacques Lemaire on the bench. John MacLean is thrilled about it. Better yet, the Devils have gotten back to playing the stifling defense they made their name with, and though they dug themselves an almost impossibly big hole, talk of making the playoffs is suddenly a lot less ridiculous.
Islanders: This space has been used frequently to take cheap shots at the Islanders, mostly because something has to be written about the Islanders. We also seem to not be the only ones,[link widoczny dla zalogowanych], just ask Rick DiPietro. Zing! But let's allow the Islanders some praise,[link widoczny dla zalogowanych], because while the team has a long way to go, it should not go unnoticed that they possess some excellent young talent. In addition to leading scorer John Tavares, the Islanders are getting a huge year out of second-year man Michael Grabner. Grabner's electrifying speed has been on full display of late,[link widoczny dla zalogowanych], with 9 goals in his last five games,[link widoczny dla zalogowanych], including a pair in the Isles' 9-3 demolition of Pittsburgh this week, and a hat trick in their 7-6 win over Buffalo. They'll try to build on that momentum with games against Ottawa and Boston next week.[link widoczny dla zalogowanych](Related : [link widoczny dla zalogowanych])


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