Well done: Jazz to raise money for cancer research with their jersey “ad”

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This is how you run a smaller market franchise the right way.

A few weeks back, the Miller family announced that the Utah Jazz are being put in a trust that would ensure the team would remain in Salt Lake City for the foreseeable future.

Now comes news that they have partnered with Qualtrics, a Utah-based data research company, to use the ad space on the team’s jersey next season to raise money for cancer research. From the team press release:

Rather than placing the company’s logo on the jersey for the 2017-2018 season, Qualtrics is sponsoring the patch in the name of its charity — 5 For The Fight — to raise funds to accelerate the pace of innovative cancer research…

The 5 For The Fight logo will be placed on all Jazz game uniforms, calling attention to a global campaign that invites everyone to donate $5 to cancer research. Qualtrics will sponsor the patch and the Utah Jazz will integrate the groundbreaking effort to support cancer research into other highly visible Jazz platforms such as in-game signage and activities, digital and social media content, and arena signage and broadcasting….

“This is the right thing to do,” Qualtrics CEO Ryan Smith said. “As much as I would love to put Qualtrics on it, this idea of raising $50 million for cancer research was something we couldn’t stop thinking about it. The Jazz were open to our ideas and how we wanted to use the patch.”

Well done. Here’s what it will look like.

Starting next season, teams can put small patch ads on the left shoulder area of jerseys. Before today, four teams had announced the sale of jersey patch ads: Boston, Sacramento, Philadelphia, and now Brooklyn.