The Future of Sports Sponsorships: Lessons from the Oakland Athletics’ Move to Las Vegas
A Unique Partnership: The Athletics and Las Vegas
The Oakland Athletics’ decision to tout Las Vegas on their jerseys while playing in Sacramento has sparked a lot of conversation. This unique arrangement, where a team advertises a future home rather than their current location, is unprecedented in professional sports. Team owner John Fisher emphasized the long-term partnership with Las Vegas, stating, "We’re going to be partners for a very, very long time."
The Unusual Patch Arrangement
The Athletics’ jersey patch arrangement is indeed odd. Typically, teams feature corporate partners for patch sponsorships. However, the Las Vegas Convention and Visitors Authority (LVCVA) is a public entity funded by tax dollars. This deal, which pays the A’s $2.5 million in 2025, $2.75 million in 2026, and $3 million in 2028, is a testament to the unique circumstances surrounding the team’s move.
| Year | Sponsorship Amount |
|---|---|
| 2025 | $2.5 million |
| 2026 | $2.75 million |
| 2028 | $3 million |
The Strategic Move: Why Las Vegas?
Steve Hill, the head of the LVCVA, highlighted the strategic benefits of this arrangement. "Every camera on every batter and every pitcher and every play in the field is going to have Las Vegas there. We know it will prompt conversation." This move not only associates the A’s with Las Vegas but also serves as a continuous reminder to fans across various markets, encouraging them to visit Las Vegas.
The Oddity of the Name Change
One of the most intriguing aspects of this move is the decision not to display the name of the city they actually play in, Sacramento, across their chest on the road. The A’s, who were the Oakland Athletics from 1968 to 2024, do not want to be known as the Sacramento Athletics or Sacramento A’s, simply the Athletics or A’s. This decision underscores their commitment to their future home in Las Vegas.
The Future of Sports Sponsorships
The Athletics’ move to Las Vegas and their unique sponsorship deal with the LVCVA highlight several potential future trends in sports sponsorships:
Public Entities as Sponsors
The involvement of public entities like the LVCVA in sports sponsorships is a trend that could gain traction. This arrangement allows teams to secure long-term partnerships that benefit both the team and the city. It also provides a unique opportunity for cities to promote themselves on a national and international stage.
Strategic Branding
The Athletics’ decision to highlight their future home on their jerseys is a strategic move that could influence other teams in similar situations. By associating themselves with Las Vegas, the A’s are not only promoting their future home but also creating a buzz that will attract fans and potential visitors to the city.
The Role of Technology
The use of technology in sports sponsorships is another trend that could shape the future. With the increasing use of cameras and digital media, teams can leverage technology to promote their sponsors more effectively. This could lead to more innovative sponsorship deals and greater visibility for sponsors.
FAQ Section
Q: Why did the Athletics choose to advertise Las Vegas on their jerseys while playing in Sacramento?
A: The Athletics chose to advertise Las Vegas on their jerseys to promote their future home and create a buzz that will attract fans and potential visitors to the city. This move is unprecedented in professional sports and highlights the strategic benefits of such a partnership.
Q: How much is the Athletics’ sponsorship deal with the LVCVA worth?
A: The deal pays the A’s $2.5 million in 2025, $2.75 million in 2026, and $3 million in 2028. This deal is a testament to the unique circumstances surrounding the team’s move and the strategic benefits of the partnership.
Q: Why did the Athletics decide not to display the name of the city they actually play in, Sacramento, across their chest on the road?
A: The A’s do not want to be known as the Sacramento Athletics or Sacramento A’s, simply the Athletics or A’s. This decision underscores their commitment to their future home in Las Vegas and highlights the strategic benefits of such a move.
Did You Know?
The most lucrative baseball patch sponsorship is believed to belong to the New York Yankees, with Starr Insurance, at roughly $25 million per year. This highlights the potential for high-value sponsorship deals in the future.
Pro Tip
For teams considering similar moves, it’s crucial to leverage strategic partnerships and innovative sponsorship deals. By associating themselves with a future home, teams can create a buzz that will attract fans and potential visitors to the city.
Reader Question
What do you think about the Athletics’ decision to advertise Las Vegas on their jerseys while playing in Sacramento? Do you see this trend catching on with other teams in the future? Share your thoughts in the comments below!
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