If you attend a WNBA game in Phoenix this year, you may end up scratching your head wondering why you’re cheering for the Lifelocks. In a rare marketing move for professional basketball in America, the Phoenix Mercury will remove the team name from the front of the jersey in lieu of the company’s corporate logo, per WNBA.com.

At a press conference at the NBA Store in New York City, Phoenix Mercury President and COO Jay Parry and LifeLock CEO Todd Davis announced the deal. Lifelock is an industry leader in identity theft protection, and has offered a one-year complimentary membership valued at $110 each to season ticket holders of any WNBA team.

WNBA President Donna Orender gave her support to the deal as the league continues to develop new strategies in her blog: “It is encouraging to see important companies like LifeLock recognize the many strengths of this inspiring league and join us on the court. Get ready to Expect Great!”

Orender (@DonnaOrender) Tweeted her thoughts about this sponsorship earlier today:

1. 
   DonnaOrender a busy & remarkable day … met CEO Todd Davis of LifeLock … glad I now know more than his social security # 01 Jun 2009 from web

Twitterers weren’t so fond of this “sell-out” move to remove the team name with a corporate logo, but then again, it could be a smart move:

1. 
   SeiFurutani WNBA team going the way Euro athletic jerseys…say hello to the LifeLock Mercury http://tinyurl.com/m7qbjn 01 Jun 2009 from web
2. 
   samdeutsch WNBA Mercury removes team name from jersey- THE WNBA made news? http://bit.ly/15KaFy 01 Jun 2009 from web
3. 
   radiomogul It was bound to happen. WNBA Mercury becomes first team (besides soccer clubs) to have sponsor label on jersey. http://bit.ly/uPASA 01 Jun 2009 from web
4. 
   InternetGoon Sponsors on the front of the jersey of WNBA team…its happening with the Phoenix Mercury…good move 01 Jun 2009 from web
5. 
   frdelrosario thought wnba.com would be prepared for a flood of orders for LifeLock-branded jerseys, but it is not. 02 Jun 2009 from web
6. 
   NYCScribbler Curse your sudden but inevitable commercialism! They have to put Phoenix and Mercury back on the jerseys, though. NOT COOL. #wnba #mercury 02 Jun 2009 from web
7. 
   KraftCheese sponsorships in sports are getting ridiculous. The Phoenix Mercury (WNBA) will now wear their sponsor on their jersey and omit the team name 02 Jun 2009 from web

Those associated with the Mercury (@PhoenixMercury) seemed to be thrilled about the deal. Here are a few Tweets from inside the organization and a Twitpic of the jersey worn by Diana Taurasi:

1. 
   MercuryDishDiva heading to nyc for a major mercury announcement tomorrow. 31 May 2009 from web
2. 
   PhoenixMercury The Phoenix Mercury & LifeLock have entered a multi-year marketing partnership to launch the first-ever branded jersey in WNBA history! 01 Jun 2009 from web
3. 
   tgotnext I’m so excited about LifeLock being on our jersey!!! So great to be the first team to do it!!! 01 Jun 2009 from web

TwitPic via @hoopfeed

If you were on a professional team, would you rather have a corporate logo or your team name on the front of the jersey? Send us your thoughts at @BTSports or comment below.

Tweet This Post