Has that Disney logo patch always been on the NBA Orlando Magic game jerseys? No, but you can be forgiven for thinking so. Orlando is synonymous with Disney — and Disney is synonymous with magic, so why not Magic too? The Disney logo patch even blends in perfectly on the Orlando Magic jerseys — it really does seem like it’s always been there. The before and after versions can be seen at the Orlando Magic Store at NBA.com.
But it’s new! 2017-18 marks the first season that the NBA has opened up its jerseys to marketers, following the lead of major global sports leagues like La Liga and the English Premier League in soccer. (Fly Emirates, anyone?) No team and brand are so perfectly matched as Disney and the Magic. Still, it’s a risk for the brand. Disney has done a masterful job of associating itself with happy times and dreams come true, from its movies to its Disney theme parks. Disney is a winning brand that exerts a huge amount of control over its multi-billion dollar brand image. The Orlando Magic have never won an NBA championship and often don’t even make the playoffs, frequently losing more games than they win. Is Disney ready to lose so much? Or will the Disney magic work its wonders on the Orlando Magic, and help inspire a winner in Orlando? Magic fans — and Disney fans — are looking for great things.
— Darren Rovell (@darrenrovell) June 20, 2017
Terrence Ross asks the most important question pic.twitter.com/DotD1J7yEJ
— Alysha Tsuji (@AlyshaTsuji) June 20, 2017