Any car on the NASCAR Sprint Cup circuit.
The New York Red Bulls of the MLS.
The now defunct Miami Hooters of the Arena Football League.
Stephon Marbury’s head tattoo displaying the logo of his shoe company, Starbury.
Arenas, coliseums and stadiums with names like U.S. Cellular Field, American Airlines Arena and Lucas Oil Stadium.
With knowledge of the marriage between business and sports, should the news that the Phoenix Mercury will wear jerseys prominently displayint the logo of Valley-based identity protection company Lifelock shock anyone?
The answer is no.

The new partnership between the Mercury and Lifelock makes sense, especially for the WNBA franchise, which according to reports, hasn’t been profitable in some time. It’s an opportunity for the Mercury to pull in some much-needed revenue, and for Lifelock to continue their creative marketing efforts, which have included CEO Todd Davis brazenly announcing his social security number on television and radio airwaves to demonstrate his belief in his product.
The Mercury were not in the top 5 among WNBA teams in terms of merchandise sales, according to figures released last week. Why not make up for the lag in merchandise sales by having a local company plop down 7 figures to put their logo on a jersey?
I’m curious to see how many Mercury faithful will spend their hard-earned dollars on a Lifelock jersey. My guess is not many.
But I know what you’re thinking. Will we see this in the National Basketball Association, the National Football League, Major League Baseball and the National Hockey League? I would have loved to have heard NBA Commissioner David Stern’s response to that question at this morning’s press conference in New York. That is, if questions were even asked during the conference. Instead we got Bruce Beck’s WNBA preview, and the commissioner challenging Mercury guard Diana Taurasi to a ping pong game.
My answer to the above question is–I don’t think so.
In the four North American major league team sports, the team name, the logo, the colors and the jersey make up a brand all it’s own. Sports uniforms have become part of American fashion, even for those citizens who have never shot a three-pointer or fired a slap shot from the point. I don’t think any NHL, NBA, MLB or NFL franchise would risk cutting into their merchandise sales by slapping a logo of some corporation on their unis.
For example, wouldn’t the Suns replacing their logo on a jersey with, say a Greyhound Bus logo, weaken the Suns’ brand? The Suns have spent 41 years building their brand, and even without a championship to their credit, the brand is very strong, both locally and elsewhere. Plus, the Suns can attract multi-million dollar sponsors without having to offer up the real estate on Steve Nash’s chest. The Mercury and other teams from smaller, less-popular leagues don’t have that option. The Mercury took what they could get, and for that, they deserve some credit.
The major league sports uniform is still sacred territory as far as I’m concerned. I think you’d see some sort of fan mutiny if the Boston Red Sox took the field at Fenway with a giant Dunkin Donuts logo on their uniforms.
But then again, maybe I’m naive.