The National Basketball Association’s Charlotte Hornets has renewed its jersey patch sponsorship with online loan platform LendingTree.
The brand’s logo will continue to be visible on all team uniforms, including the playing jersey as part of the extension, and furthers an association which began in 2017.
LendingTree was the franchise’s first ever jersey patch sponsor.
Multiple other assets are included in the deal. The brand has a strong presence at the Spectrum Center, where the Hornets play home games. This comes via fixed signage on the concourse and the venue’s mobile entry scanners, as well as digital signage on the scorer’s table, basket stanchion, center-hung scoreboard and 360 LED boards.
The agreement is also activated on digital platforms, including the team’s mobile app, social media channels and through advertising on its website and spots on Hornet television broadcasts on Fox Sports SouthEast and radio broadcasts on WFNZ.
There is also a community element to the tie-up which sees the brand’s ‘Lend a Hand’ programme which recognises an organisation making a difference within the Charlotte area at one Hornets home game per month. LendingTree will also be presenting partner of the Hornets Hoops summer camps.
Elsewhere in the NBA, the Brooklyn Nets franchise has added Palladium Hotels to its sponsorship portfolio.
The brand has signed up for the remainder of the 2019-20 NBA season and will get branding at the Nets’ Barclays Center venue, where it will also conduct an experience-based activation at a game.
The pair will also collaborate to produce a digital content series featuring Palladium’s hotels and some of the team’s players.
Pilar Arizmendi-Stewart, the company’s vice-president of sales and marketing for the Americas, said: “The partnership provides several opportunities for Palladium Hotel Group to engage fans within New York City – one of our most important North American markets – and surrounding areas.”
The deal extends the company’s sponsorship involvement in the sport. In September 2019, it agreed a three-year contract to sponsor Real Madrid Basketball.