NBA Cooks Up Edible Pizza Logos

According to USA Today, “Suppose you could get a Los Angeles Lakers logo emblazoned across a pepperoni pizza tha""t’s delivered right to your door.”

“Or suppose you could get a Boston Celtics logo on the toast that pops out of your toaster. You can stop supposing. The National Basketball Association has figured out what fans are hungry for besides, for many, a Lakers-Celtics championship series: edible team logos. The league recently signed licensing deals with companies that offer these outside-the-box food items — and more. NBA logos also are showing up on everything from headphones to gardening gloves to outdoor grills.”

“With sports licensing hit by the recession, major pro leagues and licensees are rolling out creative deals to attract new fans, particularly more women and teens. Retail sales of licensed NBA merchandise fell 17% last year in the U.S. and Canada, estimates Ira Mayer, publisher of The Licensing Letter. Apparel and footwear went from 50% of NBA merchandise sales two years ago to 32% last year, he estimates. NBA executives say global merchandise sales will reach $3 billion this year, up slightly.”