First, let's take a look at the new StubHub patch adorned on the Sixers classic look:
The patch is as small as advertised, and actually blends in quite nicely with the color scheme of the jersey. Unlike with soccer kits, where the sponsor is the most noticeable logo, on these jerseys they are an accessory, adornment to what you actually want to see, which is the team name and number. After long enough, most fans will either accept that the patch is there, or not even consciously notice the ad because it's become part of the uniform.We're partnering with @Stubhub as our official jersey patch sponsor! #StubHubSixers— Philadelphia 76ers (@Sixers) May 16, 2016
[ 👕 » https://t.co/RQEXl0BPUj ] pic.twitter.com/95jofobxj8
StubHub is paying the Sixers $5 million per season for this ad patch, which is quite a lot of money for an incredibly small rectangle most fans won't notice unless the broadcasts do a close-up on any given player. $5 million is not an insignificant amount of money, even in an NBA where the salary cap is going to explode because of an influx of TV revenue. While the ad money will probably help the bottom line look a bit nicer, this new money could easily be used to spend more on players and coaches, lower ticket and concession prices and spend on arena upgrades without fleecing taxpayers for it.
There are complains that some teams will be able to goose even more money out of sponsors for this patch because certain teams are bigger names than other. The Lakers will be able to charge more for an ad than say the Hornets, for example, and that's not surprising. That's been the case in soccer for years, but unlike in soccer, where teams sell almost everything individually, in the NBA, most revenue is still collected and pooled together and distributed evenly, which combined with the soft cap, is supposed to level the playing field. Ad revenue from a jersey patch isn't going to put the Lakers or Knicks over the top because they already are swimming Scrooge McDuck style in a vat of gold, where the ad revenue could make a significant difference for a team like Indiana, Milwaukee or Utah.
American sports were always outliers when it came to ads on jerseys, as the rest of the world certainly lapped our big four in that regard. It was always a race against time as to when Pandora's Box would have to be opened, because even with the "sanctity of the jersey", money always talks. The concept angers more people than how the ads have actually been executed, especially since future leagues will go the NBA's route with the patch rather than the full adornment common in soccer because in business, copycats rule all.
So the day has finally come when ads have spoiled the protected surface of the American sports jersey. Society is ruined and the sports-industrial complex in this country is crumbling beneath our feet. Or, by December of 2017, no one will even notice the ads and many will wonder why it took so long for this "dipping a toe in the pool" to come around in the first place.
Change is inevitable, and with the amount of changes that come to sports uniforms anyway, why shouldn't we be surprised that ads come with it? Any way to make money is a good way to make money and stay ahead.
If the abject terror that are the Philadelphia 76ers see it, why shouldn't everyone else?