The Philadelphia 76ers have become the first major American sports team to agree to carry a sponsor on their uniforms.
An announcement from the NBA franchise on Monday revealed the 76ers will wear the logo of online ticket marketplace StubHub – who already serve as the team’s official ticketing partner – on their uniforms from the 2017-18 season onwards.
The deal comes after the NBA Board of Governors gave its approval to the sale of jersey sponsorships in a three-year pilot program in April.
Jersey sponsorship is not permitted in the NFL and NHL or in MLB.
— Philadelphia 76ers (@Sixers) May 16, 2016
Scott O’Neil, CEO of the 76ers said: “This marks another groundbreaking first for the Philadelphia 76ers and StubHub. Our brands are now inextricably linked as we create lifelong memories for our fans in Philadelphia and around the world.
“Our partnership with StubHub continues to generate progressive and forward-thinking platforms created to improve the fan experience and advance our industry.
“The essence of our relationship with StubHub is our shared culture and ambition to innovate.”