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The Challenge:

The NBA and WNBA sought to conduct an internal analysis of a WNBA jersey sponsorship, the first permanent game jersey sponsorship in a domestic professional sports league outside of the Major League Soccer. League executives required a third-party valuation of the opportunity to inform their internal decision making process. Additionally, they needed to understand the impact of specific markets on the pricing of jersey sponsorships across the league’s various teams.

Premier Action:

Premier completed a detailed analysis and valuation of the WNBA jersey sponsorship opportunity. Using the tools in the Inventory phase of the Revenue Maximizer™ process, Premier identified the assets to be included in a baseline jersey sponsorship proposal. The Revenue Maximizer process also allowed Premier to provide the NBA and WNBA with pricing for two separate markets. Revenue Maximizer analyzed nine key Business Drivers, the system also allowed Premier to provide a clear understanding of the market-specific impact on pricing.

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The Results

  • Identified and cataloged sponsorship inventory for inclusion in a jersey partnership for the two WNBA teams
  • Provided an internal report detailing the sponsorship opportunity and with pricing recommendations for two markets
  • • Five WNBA teams have since secured multi-year agreements with jersey partners; the Phoenix Mercury (Lifelock), LA Sparks (Farmers Insurance), New York Liberty (Foxwoods), Seattle Storm (Bing), and the Washington Mystics (Inova Health Systems)