Now that the Cleveland Cavaliers have a multiyear sponsorship agreement with the Akron, Ohio-cased Goodyear Tire & Rubber Company, the Goodyear Wingfoot logo will now appear on Cavs jerseys in 2017-2018.
The agreement will give Goodyear tremendous exposure because the Cavs are one of the league's most televised teams. All-Star forward LeBron James was born and now lives in Akron.
The other logos revealed were StubHub for the Philadelphia 76ers, Blue Diamond Almonds for the Sacramento Kings, General Electric for the Boston Celtics, Qualtrics for the Utah Jazz and Infor for the Brooklyn Nets.The move comes in the same year as Nike taking over as the official apparel provider of National Basketball Association uniforms.
While relatively new in North American sports, corporate logos have been on team uniforms in Europe for years.
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Cleveland guard Iman Shumpert said he was initially against the idea but now accepts that it's part of a changing National Basketball Association. "At first I wasn't taking to it or positive about it". But seeing how they're doing it, understanding why they're doing it and me, I kind of got the best of both worlds I got to play in a jersey without it and I guess I'll be one of the first ones to play with it.
"We always want to keep Goodyear top of mind for the consumer and making moves like this is critical for our business", said Goodyear's director of marketing, Seth Klugherz.
The new jersey advertising policy will mean a redesigned look for the league's teams, including the Cavs, when Nike takes over as the official uniform supplier. None of the Cavaliers players, at least at this time, have a deal with the tire company. It is most famous for its blimp, which flies over sporting events. Goodyear is growing its brand in China, where James is almost as popular as he is in the United States.
The company was also a founding member of the National Basketball League, a precursor to the NBA, in the 1930s.
Bloomberg first reported that the Cavs and Goodyear had struck a deal in February, but the agreement hadn't yet been finalized, the two organizations said.
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