MILWAUKEE – It’s getting to the point that there’s barely a space where an ad cannot be placed. Milwaukee-based Harley-Davidson has announced a new multi-year deal whereby its iconic bar and shield logo will appear in the form of a patch on the uniforms of Milwaukee Bucks’ players, beginning with the 2017-18 NBA season.
Jersey sponsorships were approved by the NBA in April 2016 as part of the three-year pilot program. International sports leagues, such as the Premier League in England, have routinely sold prominent jersey space for years. The practice is now beginning to take hold in North America, with the WNBA having fully sponsored jerseys.
“It’s a perfect fit for Harley-Davidson and the Bucks, two international brands with deep Milwaukee roots, to join together through this partnership,” said Matt Pazaras, Milwaukee Bucks senior vice president for Business Development and Strategy. “Harley evokes as much passion among its riders as the Bucks do for our fans. And with that passion, along with its iconic logo and what it represents, Harley is the coolest brand for our players to sport during games.”
“At Harley, our goal is to grow the sport of motorcycling across the country and around the world while building the next generation of riders,” said Sean Cummings, Harley-Davidson senior vice president of Global Demand. “Our sponsorship with the Milwaukee Bucks not only unites two of the world’s favorite sports, it activates our brand in relevant ways to new, young adult audiences across the U.S. and around the world in over 200 countries and territories.”
The black, orange and white patch measures 2.75 inches by 2.09 inches. The companies expect it will receive more than two billion impressions globally each year. Jerseys purchased in the Bucks Pro Shop will include the Harley-Davidson patch, according to a press release.
What the press release didn’t say is that the Harley-Davidson patch really does clash with the Buck’s white and green uniforms.
– By Bud Wilkinson