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Qualtrics extends cause-related jersey patch campaign with the Utah Jazz

DETROIT, MICHIGAN - JANUARY 05: Donovan Mitchell #45 of the Utah Jazz reacts late in the game while playing the Detroit Pistons at Little Caesars Arena on January 05, 2019 in Detroit, Michigan. Utah won the game 110-105. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Gregory Shamus/Getty Images)

The NBA’s Utah Jazz has extended its jersey patch deal with software brand Qualtrics in support of the ‘5 For The Fight’ cancer research campaign.

The 5 For The Fight patch has featured on the team’s jerseys for the past two years and will now continue through the 2022-23 NBA season. The initial agreement between the Jazz and Qualtrics was set to expire after this season.

5 For The Fight is the only jersey branding in the NBA that promotes a cause rather than a business enterprise.

According to the Jazz, Qualtrics has helped raise more than $24m (€21.6m) for cancer research through the crowdsourcing campaign, which encourages fans to donate $5 to the fight against cancer.

Read this: Sponsorship in basketball, 2018-19

Ryan Smith, chief executive and co-founder of Qualtrics, said: “Together, we have created a unique sponsorship – one that focuses on perfecting the fan experience through consistent innovation while also rallying people from across the world to join us in the fight against cancer. By crowdfunding cancer research, 5 For The Fight is changing the way people give and increasing the pace of cancer research.”

Gail Miller, owner and chairman of the Larry H. Miller Group of Companies, which owns the Jazz, said the sponsorship was “true to our culture of enriching lives and doing good and giving back in the communities where we live, work and play”.

Miller added: “I believe 5 For The Fight is an inspired and ground-breaking jersey patch…Cancer affects too many of us and with this tangible contribution, we can make a difference in preventing and curing cancer.”

Under the new deal, Qualtrics will also continue to provide analytics and insights to the Jazz to improve the overall fan experience.

Jazz president Jim Olson said: “Jazz fans have benefited from those insights and analyses that have influenced everything from the planning of the Vivint Smart Home Arena renovation to everyday improvements that streamline the guest entry, parking, and food options.”