On the Beat: Sixers, StubHub Ideal Partners for Historic Jersey Patch
PHILADELPHIA - Last Tuesday morning, it was like old times in Old City.
Big Betsy, the fixture mascot at Sixers home games that was created in honor of the iconic figure from the American revolution, was hard at work inside the upholstery shop of the Betsy Ross House. It was there, along the 200 block of Arch Street nearly 250 years ago, that Ross put her sewing expertise to use to make the original version of our nation’s flag.
What was the new project that had Big Betsy so busy?
The results of her labor have now been revealed.
The StubHub patch, which will highlight the company’s recently updated logo, will assume a 2.5 inch by 2.5 inch space on the front upper left portion of the Sixers’ white, blue, and red gameday uniforms.
“We are an organization that takes pride in breaking new ground and being innovative,” said Sixers Chief Executive Officer Scott O’Neil.
The Sixers’ jersey patches will first be worn during the 2017-2018 season. O’Neil called NBA Commissioner Adam Silver’s decision to explore this method of marketing “a pivotal moment for the league.”
“Teams will have the opportunity to provide premium association to partners,” O’Neil said. “This is the most valuable inventory on the court - beachfront property - with an incredibly limited supply of 30 teams.”
That the Sixers and StubHub have teamed up for the NBA’s first jersey patch - also a first in American professional sports - fits the profile of a pre-existing partnership.
“We are fortunate to have found a partner with whom we share similar values,” said O’Neil. “The essence of our relationship with StubHub is our shared culture, ambition to innovate, and drive to lead the vanguard in customer initiative and reimagining traditional partnership activation.”
“We’re thrilled to be making history as the NBA’s first jersey sponsor,” said Scott Cutler, StubHub’s president. Cutler and Geoff Lester, StubHub's Head of Partnerships and Business Development, spearheaded the company's efforts with the Sixers.
Cutler said, “This landmark announcement is a great example of the 76ers’ tradition of thought leadership and innovation in the sports and live events industry. This partnership allows us to both embrace our mission of enriching fans’ lives within the ‘experience economy,’ while also ushering a new era of engagement within the NBA.”
This past season, the Sixers and StubHub joined forces to launch a cutting edge ticketing system for the 2016-2017 campaign as well. This platform will smoothly integrate into a singular portal fans’ options for obtaining the best Sixers tickets available on either the primary or secondary markets.
“StubHub has been a long-standing partner of ours,” O’Neil said. “They are a company of smart, creative, and innovative executives who are looking to step outside the box to push the industry forward.”
The StubHub uniform patch represents the latest progressive business-related development with which the Sixers have been involved. In April, the team disclosed details about a joint venture with Kimball Office to establish the Sixers Innovation Lab Crafted by Kimball, the first initiative of its kind in professional sports. The Innovation Lab will be housed inside the Sixers’ soon-to-be-opened, Camden, NJ-based training complex. Upon completion, the two-building, 125,000 square-foot facility will be the biggest and most advanced in the NBA.