LifeLock Marketing with WNBA’s Mercury
June 2, 2009 by Stephen Kersey
Filed under Marketing
The WNBA, a professional basketball league for women that is associated with the NBA, has altered its regulations to bring in more marketing opportunities. The first team to take advantage of the new regulations is the Phoenix Mercury.
On Monday, the Mercury signed a marketing agreement with LifeLock that will span three seasons. The agreement calls for the Mercury to change their jerseys to prominently display the “LifeLock” company name.
Said Todd Davis, the CEO of LifeLock: “I’m extremely proud to have LifeLock associated with the Phoenix Mercury and the WNBA. While this partnership allows us to be the first organization to support a team and league in a unique, pioneering way, it’s also a natural fit for LifeLock to align with WNBA to reach its loyal and passionate fan base.”
LifeLock, an identity theft protection service, is taking a bit of a gamble with this move. The WNBA isn’t on the firmest of ground and it could ultimately prove to be a mistake. That said, the uniqueness of this marketing strategy can’t be ignored. In addition to the name placement on the jersey, LifeLock will also reportedly offer some season-ticket holders a free year of their service.
“I don’t think that’s ever been done before by a marketing partner,” said Jay Parry, the COO of the Mercury, to the Associated Press, “and we really are excited to be the first ones.”
LifeLock will be on the Phoenix Mercury's jersey this year (Flickr)
