Magic, Disney Expanded Partnership Exciting for Both Brands
By John Denton
June 20, 2017
ORLANDO – The Orlando Magic and Walt Disney World Resort have partnered to make magic on the basketball court starting next season.
Disney will become the Magic’s first jersey sponsor starting in the 2017-18 season. The three-year agreement is part of an expanded partnership between the Magic and Disney.
The Magic are the seventh NBA team to announce a jersey sponsorship, a league-wide initiative that will begin next season. Sponsorships on jerseys will be used in a three-year trial run in the NBA and Commissioner Adam Silver has said that the placement of advertising on uniforms is ``an idea whose time has come.’’
The Disney name will appear on the front left of the Magic jersey and measure about 2 ½ by 2 ½ inches. Other NBA advertising partnerships announced so far: 76ers and StubHub; Kings and Blue Diamond Almonds; Celtics and GE; Nets and Infor; Cavaliers and Goodyear; Jazz and Qualtrics.
``With Orlando as our hometown, magic has always been a key strand of our DNA,’’ Orlando Magic CEO Alex Martins said. ``This expanded agreement with Disney brings our story full circle and represents the coming together of two dynamic organizations that have become synonymous with Orlando.’’
A ``Champion of the Community’’ partner with the Magic in 2010, Disney has worked with the Magic on outreach initiatives that benefit the local community to make Central Florida a better place to live, work and play. The uniform sponsorship strengthens the partnership between Disney and the Magic and will connect both fan bases, provide shared marketing opportunities and cement Central Florida’s reputation as a global sports destination.
``At Walt Disney World Resort, we naturally believe in all things magic and are happy to support our hometown team,’’ said George A. Kalogridis, president of Walt Disney World Resort. ``This long-term partnership symbolizes our shared focus of solidifying Orlando as a world class city for sports.’’
As part of its expanded agreement with the Magic, Disney will enhance its presence at the Amway Center by adding a special seating and hospitality area that will be used for annual pass-holder upgrades during select Magic home games. Disney-branded Orlando Magic jerseys will also be available throughout the three-year period.
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