The Philadelphia 76ers have teamed up with StubHub to become the first team among major sports leagues to sell a sponsorship patch on their jerseys.
The StubHub patch will feature the brand's recently launched new logo and appear on the front left of Sixers' game jerseys starting in the 2017-18 season, the NBA franchise announced Monday.
The NBA Board of Governors approved the sale of jersey sponsorships last month as part of a three-year pilot program. StubHub's jersey patch will be included on all jerseys sold at Sixers' home games starting in the 2017-18 season, coinciding with Nike's new eight-year apparel deal with the league.
"This marks another groundbreaking first for the Philadelphia 76ers and StubHub," 76ers CEO Scott O'Neil said in a statement. "Our brands are now inextricably linked as we create lifelong memories for our fans in Philadelphia and around the world. Our partnership with StubHub continues to generate progressive and forward-thinking platforms created to improve the fan experience and advance our industry. The essence of our relationship with StubHub is our shared culture and ambition to innovate, which drives us to reimagine traditional partnership activation and continually ask, 'What if?'"
According to ESPN.com, the Sixers have sold all three seasons at $5 million a year, with the option to extend the contract with StubHub, the ticket resale company, should the league continue to allow the 2 1/2-by-2 1/2-inch logo patch to be on the jerseys in the future.
"Since day one, StubHub has been a pioneer and innovator within the live entertainment ecosystem and we could not be more excited to join the Philadelphia 76ers in making history with this ground-breaking partnership," StubHub president Scott Cutler said in a statement released by the 76ers. "The Philadelphia 76ers are not only a beloved global brand, but they also serve as incredible partners and collaborators for StubHub -- and we look forward to continuously innovating and improving the fan experience together."
The Sixers earlier this year made StubHub their official ticketing partner and launched a new ticketing platform.
"First off, hats off to Adam Silver," O'Neil told USA TODAY Sports. "He's a commissioner who will take opportunities and will make the right decision and sometimes the tough decision and he continues to lead through policy. He gives teams the opportunity to drive our business."