WNBA Jerseys to Carry McDonald’s Logo in Season Openers

Women’s National Basketball Association players will wear McDonald’s golden arches on their jerseys for each team’s season opener as part of a marketing alliance between the women’s pro basketball league and the fast food giant this season.

McDonald’s is posting up as presenting partner of the WNBA tip-off games on May 17 to push a new Southern Style Chicken Biscuit and Sandwich. In addition to the season openers, the red-and-yellow logo will be on jerseys during two national telecasts: the Sacramento Monarchs-Seattle Storm May 20 match-up on ESPN and the May 24 San Antonio Silver Spurs-Seattle Storm contest on ABC.<

WNBA stars, including Los Angeles Sparks star Lisa Leslie, the Detroit Shock’s Cheryl Ford and Seattle’s Sheryl Swopes be among the players serving a new Southern Style Chicken Biscuit and Sandwich from McDonald’s in pre-season personal appearances at restaurant locations today. The atheletes will also sign autographs and take pictures with fans in their teams’ markets.

The deal marks the first time a sponsor’s logo will appear on WNBA jerseys during regular season games. The league struck a partnership last season that put Discover logos on jerseys for the WNBA All-Star game.

WNBA Commissioner Donna Orender sees the deal as a measure of the league’s marketing muscle.

“I think it’s definitely a league that is trending in all the right directions,” she said. “This promotion is an indicator of the kind of value the WNBA can bring to a partner.”

The league would entertain the prospect of a full-season sponsor logo on its jerseys, according to Orender, who thinks the WNBA’s uniforms are among its most valuable marketing assets.

The McDonald’s logo will also be on WNBA courts for the opening tip-offs and on the back of team chairs. Teams plan to run in-game promotion plays, including Arch Card giveaways and “dress and dribble” competitions, with two fans in WNBA uniforms racing down the court to make lay-ups.

“We are always looking to connect our brand with properties and opportunities that are relevant to our customers,” said John Lewicki, McDonald’s director of sports marketing and alliances. “Sports fans are certainly customers we speak to, so the WNBA is a natural fit.”

McDonald’s TV spots are slated to punctuate nationally televised games throughout the league’s 12th season. The company will brand daily video highlights on WNBA.com as part of a regular presence it plans to maintain on the site.

McDonald’s is also the official quick service restaurant sponsor of the National Basketball Association, the WNBA’s corporate parent.

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