Competitive Edge - Sports & Entertainment Marketing News

Golden State Warriors renew ‘US$20m a year’ Rakuten patch deal


The renewal of the NBA franchise’s deal with Rakuten, which first starred in 2017, will see the company continue as the Warriors’ official e-commerce partner, video-on-demand partner, and affiliate marketing partner. The original deal was reported to be worth US$20 million a year, one of the biggest patch deals in the NBA.

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Discussion Questions:

  1. What is the paradox of commercialism as described in your textbook (The Business of Sports & Entertainment)?
  2. How might a jersey patch represent the concept of the paradox of commercialism?
  3. What is sponsorship?
  4. What type of company is Rakuten?
  5. Why do companies like Rakuten sponsor sports teams like the Warriors?
  6. Why might Rakuten want to sponsor the Warriors rather than any other NBA teams?
  7. Why is selling an important function of marketing?
  8. What are renewals?
  9. How might a strong customer service strategy aid an organization in sponsorship renewals?
  10. Why do you think Rakuten chose to renew their partnership with the Warriors?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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