All Together Now: OKC Thunder Final NBA Team To Sign Jersey Patch Deal
Sunday, March 17, 2019 at 09:24PM
NYSportsJournalism.com in NBA, NBA, Oklahoma City Thunder, jersey patches, sports marketing

By Barry Janoff

March 16, 2019: And now they are all in.

The Oklahoma City Thunder and Love’s Travel Stops & Country Stores have signed what was called a “significant multi-year expansion of their partnership” to include the placement of the Love’s heart logo on the Thunder jersey for all games.

The Thunder are the last of the NBA’s 30 teams to sign a jersey patch deal, a platform that began for the 2017-18 season.

According to the team and Love’s, the partnership “builds upon existing initiatives, including the naming rights of Love’s Loud City and Love’s Kiss Cam, and includes new elements that reach beyond the court to support Thunder and Love’s business and community programs.”

Love’s has been a partner of the Thunder since 2008.

The Love’s Echo Heart made its debut on Thunder jerseys Saturday night (March 16) when the Thunder hosted the Golden State Warriors on national TV on ABC.

“The Thunder is honored to expand our long-standing relationship with them to now include representation on our jersey. It's a significant alignment of two organizations that share a deep and meaningful commitment to our community and the people we serve,” Clay Bennett, chairman for the Thunder, said via the team.

Financial terms of the extended deal were not released.

The average value of the 29 previous NBA jersey-patch deals is about $9-$12 million, per industry analysts, most of them three-year alliances.

At the high end, the Warriors jersey-logo pact with Rakuten is valued at $60 million over three years.

The Los Angeles Lakers signed with e-commerce firm Wish, a three-year deal that analysts put at $12-$14 million annually, similar in value to an alliance between the New York Knicks and SquareSpace.

The Cleveland Cavaliers signed with Goodyear for $30 million over three years, when LeBron James was still with the team. The Boston Celtics have a three-year deal with GE valued at $24 million.

Love’s said that “with both organizations carving a space in the innovation and technology landscape, Love’s will join the Thunder in future efforts to elevate the entrepreneurial ecosystem in Oklahoma.

The partnership will also broaden to include joint community activities between Love’s and the Thunder, a “significant priority for both organizations.”

Love’s founded in 1964, said it has nearly 500 locations in 41 states.

NBA Teams With Jersey-Logo Deals (to date):
• Atlanta Hawks (Shareware)
• Boston Celtics (GE)
• Brooklyn Nets (Infor)
• Charlotte Hornets (LendingTree)
• Chicago Bulls (Jenni Optical)
• Cleveland Cavaliers (Goodyear)
• Dallas Mavericks (5miles)
• Denver Nuggets (Western Union)
• Detroit Pistons (Flagstaff Bank)
• Golden State Warriors (Rakuten)
• Houston Rockets (Rokit)
• Indiana Pacers (Motorola)
• Los Angeles Clippers (Bumble)
• Los Angeles Lakers (Wish)
• Memphis Grizzlies (FedEx)
• Miami Heat (Ultimate Software)
• Milwaukee Bucks (Harley Davidson)
• Minnesota Timberwolves (Fitbit)
• New Orleans Pelicans (Zatarain’s)
• New York Knicks (Squarespace)
• Oklahoma City Thunder (Love’s)
• Orlando Magic (Disney World)
• Philadelphia 76ers (StubHub)
• Phoenix Suns (PayPal)
• Portland Trail Blazers (Biofreeze)
• Sacramento Kings (Blue Diamond)
• San Antonio Spurs (Frost Bank)
• Toronto Raptors (Sun Life)
• Utah Jazz (Qualtrics)
• Washington Wizards (Geico)

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