All Ears: Disney Expands NBA Alliance With Orlando Magic Jersey Logo Deal
Tuesday, June 20, 2017 at 02:03PM in NBA, NBA, Orlando Magic, Walt Disney, jersey patches, sports marketing

By Barry Janoff

June 20, 2017: Stating that "magic has always been a key strand of our DNA," Walt Disney today unveiled a deal with the Orlando Magic that would place a Disney logo on the front of player jerseys beginning this coming season.

Orlando becomes the NBA eighth team to sign a jersey patch deal, all under three-year test guidelines voted on by the league's Board of Governors last year.

Although financial terms were not disclosed, it falls into the $5-$8 million three-year deals recently signed by other NBA teams, according to industry analysts.

The Disney-Magic alliance comes with cross-channel marketing, promotions and activation.

As part of the multi-year agreement, Disney, which has had an alliance with the Magic, said it would expand its Walt Disney World Resort presence in the team’s home arena, Amway Center, by adding a special seating and hospitality area that may be used for annual pass-holder upgrades during select Orlando Magic home games.

In addition, Disney-branded Orlando Magic jerseys would be available for purchase at the Amway Center.

Promo photos show Magic forward Aaron Gordon dunking over Mickey Mouse, with the Magic Castle as a backdrop.

"At Walt Disney World Resort, we naturally believe in all things magic and are happy to support our hometown team,” George Kalogridis, president for Walt Disney World Resort., said in a statement. "This long-term relationship symbolizes our shared focus of solidifying Orlando as a world class city for sports."

When the NBA approved and unveiled its three-year jersey logo plan in April 2016, commissioner Adam Silver said the move could generate approximately $100 million in revenue for the league. But he also indicated it could be much higher.

"We still don't know how much money this will generate," Silver said at the time.

Most of the deals unveiled to date have been in the $5-$8 million range annually.

However, a recent deal signed between the Cleveland Cavaliers and Goodyear could top $10 million, according to industry analysts.

The NBA champion Golden State Warriors, which have not yet signed a jersey patch deal, were said to be asking $15-$20 million.

All patches will be 2.5 x 2.5 on the left side, with a Nike Swoosh logo on the right side, with Nike taking over as the league's official on-court uniform provider.

The Charlotte Hornets will wear a Nike division Jordan Brand as the team is majority owned by Michael Jordan.

The NBA now has eight teams with jersey patch deals, including the Minnesota Timberwolves, which signed a jersey patch deal with FitBit today.

"This expanded agreement with Disney brings our story full circle and represents the coming together of two dynamic organizations."

Disney said that since becoming a Champion of the Community sponsor with the Magic in 2010, they been working with the Magic on “outreach initiatives that benefit the local community and make Central Florida a better place to live, work and play.”

Disney and the Magic said the uniform sponsorship "strengthens the relationship . . . and will connect both fan bases, provide shared marketing opportunities and cement Central Florida’s reputation as a global sports destination."

According to Alex Martins, CEO for the Magic, "With Orlando as our hometown, magic has always been a key strand of our DNA. This expanded agreement with Disney brings our story full circle and represents the coming together of two dynamic organizations that have become synonymous with Orlando."

NBA Jersey Logo Deals (Estimated Annual Payment)

• Boston Celtics and GE $8M
• Brooklyn Nets and software company Infor, $4-$6M
• Cleveland Cavaliers and Goodyear $10M+
* Minnesota Timberwolves and FitBit $4-$5M
• Orlando Magic and Disney World $4-$5M
• Philadelphia 76ers and StubHub $5M
• Sacramento Kings and Blue Diamond $5M
• Utah Jazz and research software company Qualtrics $4M

LeBron’s Cavaliers, Goodyear See Global Exposure With Jersey Patch Deal

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