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.

Friday’s Best Amazon Deals Include Digital Projectors, Ugly Christmas Sweaters, and Speakers

Amazon
Amazon
As a recurring feature, our team combs the web and shares some amazing Amazon deals we’ve turned up. Here’s what caught our eye today, December 4. Mental Floss has affiliate relationships with certain retailers, including Amazon, and may receive a small percentage of any sale. But we only get commission on items you buy and don’t return, so we’re only happy if you’re happy. Good luck deal hunting!

10 Amazing Facts About Bruce Lee On His 80th Birthday

Photo courtesy of The Bruce Lee Family Archive
Photo courtesy of The Bruce Lee Family Archive

Bruce Lee is one of pop culture's most multifaceted icons. Legions of fans admire him for his movies, his martial arts prowess, his incomprehensible physical fitness, his championing of Chinese culture, and even his philosophies on life. Yet for all the new ground Lee broke, most of his recognition only came after his death at the age of 32. Read on to learn more about the life of this profound, if enigmatic, superstar.

1. Bruce Lee’s first starring role in a movie came when he was just 10 years old.

In 1950’s The Kid, a pre-teen Bruce Lee played the role of Kid Cheung, a streetwise orphan and wry troublemaker, based on a comic strip from the time. Starring opposite Lee, playing a kindly factory owner, was his father, Lee Hoi-chuen, who also happened to be a famous opera singer. (Bruce Lee was actually born in San Francisco while his father was there on tour; Lee would move back to the U.S. in 1959).

According to Lee biographer Matthew Polly, the movie was a big enough success in China to earn sequel consideration. There was just one problem: A young Bruce Lee was getting into fights at school and out on the streets, so his father forbid him from acting again until he straightened up—which, of course, didn’t wind up happening.

2. Bruce Lee was deemed physically unfit for the U.S. Army.

While he may have walked around with body fat in the single digits and could do push-ups using only two fingers, Lee still managed to fail a military physical for the U.S. draft board back in 1963. Despite being an adherent to physical fitness all his adult life, it was an undescended testicle that kept him from fighting for Uncle Sam in Vietnam.

3. Bruce Lee was an exquisite cha-cha dancer.

Long before he was known for breakneck fight choreography, Bruce Lee’s physical skills were focused on the dance floor. More specifically, the cha-cha. In Polly’s book, Bruce Lee: A Life, the author explains that the dance trend made its way from Cuba through the Philippines and soon landed in China. And once the cha-cha settled into the Hong Kong social scene, it didn’t take long for youth dance competitions to spring up. Lee had been taking part in cha-cha dancing since the age of 14, and in 1958, he won the Crown Colony Cha-Cha Championship. Foreshadowing his later dedication to martial arts, Lee would keep crib notes of all 108 different cha-cha steps in his wallet so that he could obsessively memorize them.

4. Bruce Lee refused to lose a fight to Robin.

The Green Hornet aired its first episode in September 1966, with Bruce Lee as the Hornet's (Van Williams) lightning-quick sidekick, Kato. The series would immediately be compared to Batman, ABC's other costumed crime-fighting show, and it wouldn't be long before a two-part crossover episode was in the works. And as heroes do, before they teamed up, they first had to fight each other. According to Newsweek, since Batman was by far the more popular show, the script featured a fight between Burt Ward's Robin and Bruce Lee's Kato that was set to end with the Boy Wonder getting the upper hand. But who would really buy that?

Well, Lee certainly didn't—and he knew no one else would, either. Williams later recalled that Lee read the script and simply said, "I'm not going to do that," and walked off. Common sense soon prevailed ... sort of. The script was rewritten to change the ending—not to a Kato K.O., but to a more diplomatic draw. Though The Green Hornet was Lee's first big break in the United States, the series itself lasted only 26 episodes.

5. Bruce Lee trained numerous Hollywood stars.

As Bruce Lee worked to become a big-screen heavyweight, he made a living as a martial arts trainer to the stars. Among Lee’s students were Steve McQueen, James Coburn, James Garner, Roman Polanski, and Sharon Tate. For his services, Lee was known to charge about $275 per hour or $1000 for 10 courses. McQueen and Coburn grew so enamored with Lee over the years that they remained close friends until his death in 1973, with both men serving as pallbearers at Lee's funeral (alongside Chuck Norris).

6. Roman Polanski may have (briefly) thought Bruce Lee murdered Sharon Tate.

In addition to providing Roman Polanski and his wife Sharon Tate with kung fu lessons, Bruce Lee also lived near the couple in Los Angeles when Tate and four others, including Lee’s close friend Jay Sebring, were murdered by the Manson Family in August 1969. It would be months before the Manson Family was arrested for the murders, but in the meantime, according to an article from Esquire, Polanski had grown obsessed with finding a suspect, looking for potential perpetrators even amongst his own inner circle.

During one kung fu lesson in the months after the murders, Lee had mentioned to Polanski how he had recently lost his glasses, which immediately piqued the director’s interest. A mysterious pair of horn-rimmed glasses had been found at the murder scene near his wife’s body, after all. Polanski had even purchased a gauge to measure the lenses and find out the exact prescription so that he could do his own detective work, according to The New York Post.

The director, without giving himself away, offered to bring Lee to his optician to get a new pair—this would allow him to hear Lee’s prescription firsthand and determine if the specs discovered at the crime scene belonged to him. It turned out Lee’s prescription didn’t match, and Polanski never told his friend about his suspicions.

7. Bruce Lee had his sweat glands removed.

Bruce Lee in Enter the Dragon (1973).Warner Home Video

Bruce Lee brought an impeccable physique to the screen that was decades ahead of its time. But because his roles required so much physicality, he would be drenched with sweat while filming. And apparently, the martial arts pioneer loathed the sweat stains that would show up on his clothing as a result. His solution? In 1973, Lee actually underwent a procedure to surgically remove the sweat glands from his armpits to avoid the fashion faux pas from showing up on camera.

8. Bruce Lee’s cause of death still raises questions.

Bruce Lee’s death at the age of 32 on July 20, 1973, was officially ruled the result of a cerebral edema, or swelling of the brain. Lee had complained about headaches on the day of his death, and was given a painkiller by Betty Ting Pei—an actress who claimed to be Lee's mistress—before lying down for a nap. He never woke up.

Though many reports at the time suggested Lee had an allergic reaction to an ingredient in the painkiller, Polly points to a mystery that began on May 10, 1973, when the star previously collapsed in a hot recording studio while dubbing new dialogue for Enter the Dragon.

In Polly’s opinion, Lee’s collapse had to do with heatstroke, since his stint in an overheated recording studio was compounded by a lack of sweat glands that prevented his body from cooling off naturally. Heatstroke can also cause swelling in the brain, much like was found during Lee’s autopsy. And Dr. Lisa Leon, an expert in hyperthermia at the U.S. Army Research Institute of Environmental Medicine, told Polly, “A person who has suffered one heat stroke is at increased risk for another" and that there may be long-term complications after the initial incident.

9. Footage from Bruce Lee’s Funeral was used in 1978’s Game of Death.

At the time of his death, Bruce Lee was involved in numerous projects, including the movie that would become Game of Death, his next directorial effort. According to Vice, there wasn’t much completed on the film by the time of Lee’s passing—there were some notes, a story outline (which simply read “The big fight. An arrest is made. The airport. The end.”), and 40 minutes of footage, including Lee’s now-iconic fight against NBA great Kareem Abdul-Jabbar.

Usually, a project in that situation would just be a lost cause, but production company Golden Harvest wanted to salvage what they could, so they hired Enter the Dragon director Robert Clouse to put together ... something. The result was a Frankenstein’s monster of a film, comprised of 11 minutes of existing footage Lee shot, overdubbed clips from his previous movies, and stand-ins to fill out certain scenes. The director even resorted to using an unfortunate Bruce Lee cardboard cutout to complete one shot.

That’s not even the top rung on the ladder of poor taste: When the movie called for Lee’s character to fake his death, they used footage from his actual funeral to realize the scene, complete with waves of mourners, pallbearers, and closeups of Lee’s open casket.

10. Bruce Lee’s posthumous success resulted in its own sub-genre.

Lee’s career was exploding in China and gaining momentum in the United States by 1973, but he passed away just a month before his biggest hit was released: Enter the Dragon. The movie, which grossed more than $200 million at the worldwide box office, catapulted the late Lee to icon status. But with the star himself no longer around to capitalize, there would soon be a wave of knockoff films and wannabes looking to take advantage of the martial arts craze.

Both affectionately and derisively known as “Bruceploitation” films, this strange sub-genre of martial arts cinema gave life to z-movie oddities like Re-Enter the Dragon and Enter the Game of Death, starring the likes of—and we’re not kidding—Bruce Le and Bruce Li. Jackie Chan was even roped into a few of these movies, like 1976's New Fist of Fury. In 1980, Bruceploitation even went meta with The Clones of Bruce Lee, starring Dragon Lee, Bruce Le, and Bruce Lai, who play genetic reconstructions of the late actor after scientists harvest his DNA.