Adena Andrews.com

posted on espnW.com on April 7

Imagine being at a Washington Mystics game this summer and hearing this in the pregame intros:

“And now, the starting lineup for your Washington Inova Health Systems …”

Huh?

No, there’s not an imposter in the announcing booth. Thursday the Mystics announced the team has entered a partnership with the health care company, whose name and logo now will appear in large type on the front of player jerseys. On the same day, the Los Angeles Sparks revealed a redesigned jersey which, for the second year, replaces the team logo with the word “Farmers,” as in Farmers Insurance Group, across the front. Both teams will retain their franchise names and will have small team logos present on the upper left of jerseys.

Sponsorship logos on jerseys are not new in the WNBA or professional leagues. In fact, overseas, team and shirt sponsorship is the norm. Last season, four WNBA teams had company logos appear on their jerseys. The Phoenix Mercury were the first in 2009, pairing up with LifeLock for a deal worth at least $1 million annually. MLS often uses corporate sponsorships to name its teams, and logos have become a staple in NASCAR for years. But because it’s not the norm in the big four American major leagues — NBA, NFL, NHL and MLB — replacing team logos with sponsorship logos can appear to fans as cheapening the league and screaming sell out.

What little girl wants to wear a Foxwoods Casino (shirt sponsors of the New York Liberty) jersey to school? She might opt for a corporate-logo-less Amare Stoudemire jersey instead. Coaches always preach the mantra that the name on the back of a shirt doesn’t matter, but the one on the front does. How team-oriented can you feel coming out of the huddle with Inova Health Systems on your jersey?

And according to Jayda Evans of the Seattle Times, logos on jerseys could creep into the NBA, as well. “The NBA is discussing following the WNBA’s lead [with logos on jerseys], already doing so for its D-League teams.” Some NFL teams already lace their practice jerseys with corporate logos. Could game-day jerseys be next?

As teams search for new ways to raise capital during these rough economic times, the trend shows no signs of slowing. In five years, NBA or WNBA fans could be cheering for the Atlanta Coca-Colas or Chicago Harpos.