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Utah Jazz takes charitable approach to jersey sponsorship

The Utah Jazz has become the fifth NBA basketball franchise to sign a jersey sponsor for next season after teaming up with software company Qualtrics.

The three-year deal covers the 2017-18 to 2019-20 campaigns and names Qualtrics as the team’s exclusive fan experience insights and analytics partner. Financial terms of the agreement were not disclosed, but the Salt Lake Tribune newspaper said the deal would be worth in excess of $10m (€9.4m).

Utah-based Qualtrics has opted to display the branding of its cancer research charity, 5 For The Fight, on the Jazz’s jerseys instead of its own logo.

The 5 For The Fight logo will be located on the front-left shoulder area of the Jazz uniforms, measuring approximately 2.5 inches by 2.5 inches. It will be branded in Jazz colours.

Ryan Smith, co-founder and chief executive of Qualtrics, said: “Qualtrics started when my dad called me to tell me he had cancer. I moved home and he and I started working on a tech project. That project eventually turned into Qualtrics. We vowed that if the company ever made any money, we would make it our mission to support cancer research. Today we’re excited to partner with the Jazz in our effort to raise $50m. We’re also excited to leverage Qualtrics’ technology and insights in a transformative business partnership with the Utah Jazz.”

The Jazz will also leverage Qualtrics’ platform and expertise to collect and analyse fan data to transform its in-arena experience for supporters.

As part of the deal, Qualtrics will benefit from in-game signage and activities, digital and social media content, arena signage and broadcasting.

The Jazz joins fellow NBA teams the Brooklyn Nets, Boston Celtics, Philadelphia 76ers and Sacramento Kings in sealing a jersey sponsor for the 2017-18 season.

The NBA announced last April that teams would be permitted to agree jersey sponsorship deals as part of a three-year pilot programme spanning the 2017-18 to 2019-20 campaigns.