WNBA signs deal to put McDonald's logo on jerseys
CHICAGO, May 13 (Reuters) - The WNBA is lovin' McDonald's, apparently, as the U.S. women's basketball league announced on Tuesday a deal to put the fast food restaurant's corporate logo on player jerseys for 15 regular-season games this year.
The deal with McDonald's Corp (MCD.N) -- terms of which were not disclosed -- will mark the first time a logo besides that of the uniform maker Adidas AG (ADSG.DE) will appear on a WNBA uniform in the regular season, the Women's National Basketball Association said.
Company logos on the uniforms of U.S. professional athletes are a rarity. But European soccer clubs generate millions of dollars from such sponsorship deals, and the U.S. soccer league, Major League Soccer, has such deals in place. NASCAR racing is also known for logos covering its cars and trucks.
Too much marketing risks offending fans, as Major League Baseball found out four years ago when it tried to promote the "Spider-Man 2" movie on its bases. A day after a public outcry, the league scrapped the plans.
"We're not averse to using different commercial approaches with the WNBA," NBA commissioner David Stern told Reuters in a recent phone interview, ahead of the McDonald's announcement.
The WNBA, the women's league founded by the National Basketball Association, is beginning its 12th season with 14 teams. The NBA does not allow corporate logos on its jerseys.
Last year's WNBA all-star game included jerseys with Discover Financial Services's (DFS.N) Discover Card logo. The Adidas logo is on a jersey shoulder, while the McDonald's logo will be in the middle of the jersey front under the neckline.
The deal begins with the season opening game on May 17 at Phoenix between the Los Angeles Sparks and the Phoenix Mercury that is being nationally televised on Walt Disney Co's (DIS.N) ABC television network. It ends on June 6 in Los Angeles in a game involving the same two teams.
McDonald's will use the agreement to promote the launch of some new menu items and will display its logo on the court and on team chair backs, court-side signs, in-game advertisements and other in-game promotions, the WNBA said. (Reporting by Ben Klayman; Editing by Braden Reddall)
