The Los Angeles Clippers became the 20th NBA team to sign a jersey sponsorship deal on Tuesday when they announced a partnership with the dating app Bumble.
Manchester United flirted with the idea of putting Tinder on its kits, but the Bumble deal is real and effective immediately. While the hubbub over putting ads on sports jerseys seems to have largely faded now that the proverbial seal has been broken, it’s still something we’re not used to in American sports.
The Clippers are attempting to spin this as something more than just a sponsorship deal, too. On Tuesday they unveiled a new portion of the team’s website dedicated to describing the Bumble ad as an “empowerment badge” and explaining how the partnership will help promote gender equality.
https://twitter.com/LAClippers/status/971022612993380352
Bumble describes itself as a “female first” dating app, so the angle makes sense here. The team is also showing off a social media button fans can make for their profile pictures, and promoting the hashtag #StrongerWithHer.
This partnership is more than a patch.
Proud to stand with Bumble for diversity and gender equality.
We are #StrongerWithHer.
There is, of course, a download link for Bumble, if you need it.
This is a nice way to brand a marketing deal, but the fact of the matter is that the Clippers are taking Bumble’s money for the right to put the company’s logo on the shoulder of a jersey.
