OAKLAND, Calif. – Golden State Warriors have joined the jersey-patch ad trend as the team signed a $60-million contract with the Tokyo-based e-commerce company, Rakuten, on Tuesday night.
Hiroshi Mikitani, Chief Executive Officer of Rakuten, expressed his excitement about the partnership during the press conference in Oakland. The company continues to pursue sponsoring sports teams, with FC Barcelona as one of its early recipients.
For Mikitani, bagging the deal with GSW is a great feat. Household names such as Kevin Durant, Klay Thompson, Draymond Green, and Stephen Curry will help create awareness and attract interest.
The NBA champions’ Chief Marketing Officer Chip Bowers stated that the team was interested with the internet company’s local and international market reach. He reiterated that having Ebates, one of its subsidiaries, in the US would be a great platform for GSW to address their international followers. He added that the decision was made after considering potential advertisers.
The Japanese conglomerate introduced Viber and Kobo to the world. The company also owns Vissel Kobe, a football club that plays in the Japanese League, and the Rakuten Golden Eagles, a professional baseball team. Their official logo will be visible in all GSW jerseys in the upcoming NBA season.
Furthermore, the red and black design will go with the white jersey, while an all-white version will be used for the blue uniform. The ad patches will be sewn on the left side; the Nike brand will remain on the right.
Reports confirmed that 50 percent of the basketball franchises have signed up deals for patch advertisements with different companies as soon as NBA approved of the idea.
GSW will be receiving $20 million every year for three years with their Rakuten contract. This is more expensive than the Cleveland Cavaliers‘ deal with Goodyear which amounts to $10 million per season.