The penultimate sign of fandom, is a team’s jersey. Over the years, the role of the jersey in a team or league’s business has risen to the point where in some leagues it is by far one of the most valuable assets, at least on the team side. Around the world leagues differ in how they allow teams to sell real estate on the jersey to sponsors, from across the chest in soccer to just a patch in the NBA.
For over 20 years, Jim Neish has been there, for leagues, teams and brands, dreaming up many of the innovative licensing partnerships that have become the standard. On this episode of The Backstage Project podcast, Jim shared how the licensing business has evolved, as well as a few memorable experiences on his journey.