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Bulls May Sell Ad Space on Game Jerseys

During the board of governors' meeting on April 19, NBA owners viewed three prototype Chicago Bulls and Boston Celtics jerseys emblazoned with corporate advertising, reportedly developed by the NBA and already evaluated by its eight-member team advisory committee. While the NBA would be the first major U.S. sports league to allow advertising on game uniforms, the practice is neither new nor controversial in the rest of the world. This article discusses issues for advertisers, athletes, venues, leagues, and teams to consider with regard to uniform sponsorship programs.
This article was first published in the May 29, 2012 edition of Chicago Daily Law Bulletin.

Douglas N. Masters is a partner in Loeb & Loeb’s Chicago office, where he litigates and counsels clients primarily in the areas of intellectual property, advertising and unfair competition. Seth A. Rose is an associate in the Chicago office of Loeb & Loeb, where he counsels clients on programs and initiatives in the fields of advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media.