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NBA teams to sell ads atop backboards and on the court

June 10, 2013|By Ben Bolch
  • Previously in the NBA, the areas atop the backboards and on the court had been limited to team branding.
Previously in the NBA, the areas atop the backboards and on the court had… (Mike Segar / European Pressphoto…)

NBA teams are running a new high-low play to generate revenue.

The league will allow teams to sell advertising on the top of backboards and on the court, according to The SportsBusiness Journal, as part of a move that could produce as much as $2 million for each team annually.

Previously, the areas atop the backboards and the court had been limited to team branding. Any corporate branding under the new arrangement would be removed during nationally televised broadcasts because the league owns rights to those areas for those TV games.

Next season is considered a trial run for the new advertising. Though teams can sign multiyear contracts for the new ad spaces, they are subject to league approval after a review following the 2013-14 season.

“This will be a tremendous opportunity for our teams,” Alex Martins, chief executive of the Orlando Magic, told The SportsBusiness Journal. “This platform to grow inventory of camera-visible signage will allow us all to continue to grow our business for our teams and players. I applaud the league for opening up this opportunity for our teams and our clients.”

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