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Jersey Patch
YouTube superstar Jimmy "MrBeast" Donaldson has landed the first creator-led brand jersey patch sponsorship in major American sports leagues. His snack company Feastables was announced as the new official jersey sponsor for the NBA's Charlotte Hornets on Monday.
The Feastables logo will appear on the jerseys of the Hornets, their G League affiliate Greensboro Swarm, and esports team Hornets Venom GT starting this season. Terms of the sponsorship deal were not disclosed, but a Hornets spokesperson said it was negotiated internally rather than through an agency.
While financial details remain private, it likely did not match the Brooklyn Nets' $30 million per year partnership with Webull or the Los Angeles Lakers' $25 million annual deal with Bibigo. The New York Knicks are said to be seeking over $30 million per year for their open jersey patch.
This deal marks new territory for creator-led brands in major American sports. The only similar situation came last year when YouTube stars Dude Perfect invested in English Premier League club Burnley FC and became the main kit sponsor for their academy teams.
With MrBeast breaking through, more internet celebrities could pursue jersey patch deals. For example, YouTube stars Logan Paul and KSI co-founded energy drink PRIME, which already sponsors major European football clubs and other sports properties. Paul's brother Jake co-founded sports betting platform Betr, recently valued at $300 million.
"This partnership is a first of its kind, and I am excited to see how creator-brands and the NBA continue to work together into the future," said Feastables executive Reed Duchscher.
The NBA first allowed jersey sponsorships in 2017. Since then, deals have grown steadily larger as teams realized their tremendous value. MrBeast's deal shows the potential for internet celebrities to follow suit and tap into the marketing power of jersey patches. If it proves successful, it could open up a new category of sponsors and create more competition for prime jersey real estate.
