If you haven’t heard there are some NBA teams experimenting with Google Glass during practice. The concept is pretty cool.
Imagine having the exact view of the best athletes in the world. Even better having it in real time and during game time.
The idea that wearable technology becomes part of everyday NBA may be closer than you think. The league has logos on practice gear and likely having sponsored uniforms any time now. The English Premiere League has been doing it for years and they are the most popular league with most fans globally.
A sponsor is always looking for a new twist. A way to be more integrated in the action. The definition of borrowed equity changes daily. You can only sell so many banners in arena. A logo on the jersey is a huge step and will give those brands billions of impressions. But is that as impactful as sponsoring the Glass worn by Derrick Rose? And when he posterizes someone with a dunk that footage will be shown a trillion times. That piece of content will have it’s own life. Going to YouTube, SportsCenter, CNN … you name it. And then brands and agencies will be buying adds against it on that network or platform.
Or what about a crazy 3rd-screen experience? Where a fan can watch and learn from a player’s perspective. Where do they look when leading a fast break? Or on that lob pass from CP3 to Griffin? Broadcast would cut to screen-specific ads during timeouts and when he takes a break they cut to another player.
Then does the mobile experience have social sharing for the fan? In my biased opinion it must. The brand/sponsor could tag along on that ride. Millions of shares for the good stuff and more for the great stuff.
Access to players and teams is at an all-time high. And the more that player’s agents open up and look for revenue streams the more the leagues will need to allow it. Don’t get me wrong. No way does a player get away with this before the league they play in it approves it. With the sponsorship dollars the NBA counts on every year there would be a conflict for sure.
I would imagine a league like the MLS would be the first to try it. Or maybe the WNBA. Someone that is willing to stand out yet have a product on the court or field that legitimatizes the test.
I know I haven’t addressed the idea that it could impair the athlete during competition. A distraction of any kind when the biggest and best athletes are battling it out could be frowned upon. And the idea that this could help them with reminders or plays would need to be discussed. I do know that dollar signs and zeros take away some of those concerns for sure.
I sure would love to see this as a fan, marketer and tech nerd. The brands would love to be able to buy this. The leagues, players and player’s associations would thrilled with more money. So what’s the hold up?