I’m stuck here watching the traditional NBA Christmas games, since it’s that or watch year-end retrospectives or sitcom marathons, or get into the twenty-first century and pay for a streaming service. I should have invited someone to watch them. I know the Raptors aren’t doing anything today, I could have asked them. Of course, that’s Canadian basketball’s yearly complaint, that it doesn’t matter how many winning seasons the Raps have, they’ll never get invited to play on one of the Christmas Day marquee games. At the same time, it doesn’t matter how bad the Knicks get, they’ll just keep getting invited back.
But I should acknowledge that this complaint is not just unique to Toronto this year. Not only are the Raps not playing despite leading the league, the Western Conference leading Denver Nuggets are also at home to unwrap presents and watch 28th-out-of-30 New York stagger around the court. I’m sure some folks are putting together anti-Canadian conspiracy theories based on the fact that one of their key players is Canada’s own Jamal Murray.
It’s more likely that the Denver market just isn’t important enough to the American broadcasters. You see the same thing in Baseball, where the Sunday night national telecast has become a tiresome rotation of the same few teams over and over. No, I’m not expecting them to show the Blue Jays — at least over the last couple of years — but teams like Milwaukee and, again, Colorado get ignored even when they have good teams. Having said that, smaller markets Portland and Utah are coming up in the Christmas night game, so you could also chalk this up to the broadcasters and league doing a bad job of predicting which teams will be good this year. If next Christmas features the Nuggets playing the Knicks while the defending-champion Raptors sit, then we can go back to Canadian indignation.
But one thing you can appreciate when watching multiple NBA games is the oddness of the league’s uniform sponsors. Starting at the beginning of last season, teams have had a corporate logo on their uniforms. It’s nice and tasteful, rather than the giant ads used in soccer or the WNBA. So I’m filing it with the NHL’s shootouts under sports ideas I hated but surprisingly don’t get angry about.
It helps that there haven’t been any embarrassing ad associations. That’s in sharp contrast to venue names, where most of the names are okay, but you feel stupid talking about Sleep Train Arena or Smoothie King Center. Actually, it’s been nice that many teams have sponsorship from local companies, such as Harley Davidson for Milwaukee or Goodyear for Cleveland.
But what’s odd is that even though the less-lucrative teams like Sacramento have not had to take sponsorship from Depends or Preparation H, the more popular teams haven’t taken sponsorship from the Blue Chips. Like, you’d think the Warriors would have a bidding war that only the richest companies could hope to win. Say, a local company like Google or Apple. But no, their sponsor is Rakuten, which is a Japanese e-commerce company and not, as I had assumed, a sound effect from Street Fighter. Apparently it’s a big company, I’m just surprised that a bigger American company didn’t want it. Or, to put it another way, Rakuten is apparently called “the Amazon of Japan,” yet they wanted to sponsor an American sports team even more than the Amazon of America did.
And the Lakers should be a big score too, given their history and their Lebron James. But again, they’re sponsored by Wish. Sure, that’s a big company, but you’d expect the Lakers to be sponsored by Exxon or something, if only to match the Celtics and their GE ads. Okay, I guess the current Lakers are promising, but haven’t truly arrived yet, which is sort of like ordering from Wish.
My point is that the ads aren’t really the prestige item you might expect, many companies are seeing it as a path to legitimacy. I guess it’s sort of like a Super Bowl ad. Sure, Coke or GM might make one, but a lot of the time it’s just some dot-com betting half their funding on making a big impression with the public.
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