The Magic and Disney took home the championship in our first NBA Jersey Patch Sponsor tournament. Now it's time for a deeper look.
It's been nearly two years since the partnership between the Orlando Magic and Disney was announced. This was still one of the earlier jersey patch deals as they were the 8th team to sign one. Even after all 30 NBA teams have signed jersey patch deals, this is the one that makes the most sense and the most aesthetically pleasing. This was proven with our bracket as they beat out 29 other teams for the title.
But this jersey patch has to be about more than just the scripted "Disney" on the left shoulder of the Magic's uniforms. To truly make the most of this investment, both sides have to work to activate the patch in fun, unique, and memorable ways. It also helps that Disney had been sponsoring the Magic in other mediums previous to this partnership and that the team name works perfectly for Disney.
The Orlando Magic know that most people equate the city of Orlando with Walt Disney World. For the Magic, this is an opportunity to get some traction from one of the biggest companies in the world by offering exclusive Disney deals and rewarding brand loyalty. Any Disney annual pass holder has the option for seat upgrades at Magic home games. Better yet, fans can now purchase or renew those annual passes at home games and receive a free Magic jersey with that pass.
Pairing with the annual pass is the best thing the Magic could have done with Disney since we can assume three things:
The Magic and Disney found their target demographic with the partnership and activate it accordingly. When you mix together the smart activation and the perfect brands, it becomes a powerful partnership. Is there really a better company to be associated with than Disney?
This was a very worthy winner of our inaugural tournament. Check out some pictures below of the jersey patches and some of the activations below!
Written by: James Campbell
James Campbell is a recent graduate of the University of Michigan with his B.A. in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell