Miami Heat Sponsors Profiting from Playoff Run

June 18, 2012

With the Miami Heat two games away from a Championship, their sponsors are reaping the benefits.

With sponsorship monies typically covering just the NBA’s regular season, the fact that the Heat have already assured their sponsors maximum exposure, on the NBA’s biggest stage, has to have their sponsors excited. While the extra exposure is great for sponsors, the team also benefits from a sponsorship because they typically are allowed to keep most, if not all of the sponsorship money. It’s truly a win-win, especially when you have a successful team like the Heat.

“Who wouldn’t want to come to Miami and see the Three Kings play?” asked Lori Medici, vice president of marketing for Miaami-based apparel maker Perry Ellis, a Heat sponsor since 1999. 

Experts have estimated that some of the Heat’s sponsors have paid upwards of $500,000, with that price varying depending uupon when they signed a sponsorship agreement with the team.

Sponsors like Perry Ellis spend the year setting up photo shoots with the team in Perry Ellis apparel, dressing the ushers in Perry Ellis clothing, and giving away their own Cubavera tops to the crowd. It’s all in an effort to remind fans of the brand the next time they update their wardrobe.

With the Heat heading into game 4 the maximum number of games will be played in Miami this season, Perry Ellis, and other Heat sponsors will receive 14 extra games of exposure, be it signage, promotions or print.

“For us, it’s all about product placement,” said vice president Medici. The company also has outfitted broadcast staff and cheerleaders, and hosted Heat players to its stores to autograph basketballs.