NBA: Zatarain's (food) becomes jersey sponsor of the New Orleans Pelicans from 2017-18

Zatarain's, a food brand from New Orleans (Louisiana, USA), has become a jersey sponsor of the city's NBA franchise, the New Orleans Pelicans, for the 2017-18 season, on 25/10/2017. This jersey sponsorship can not run beyond 2019-20, the third and last season of the experimental programme launched by the NBA on 15/04/2016.

The annual monetary figure is estimated at $6m (€5.1m at 31/10/2017) by specialised American media. The most expensive jersey sponsorship partnership signed in the NBA, on 25/10/2017, was the partnership between Rakuten (e-commerce, finance, and digital content) and the Golden State Warriors for $20m (€17.2m on 31/12/2017) per season, concluded for three seasons, on 12/09/2017.

As part of the deal, the Zatarain's logo will appear on the left pectoral of the Pelicans jersey. Zatarain's activated its partnership by offering meals to a local food bank (Second Harvest Food Bank) for each "dunk" made by a player of the franchise during NBA games. The brand gains visibility on the signage at the Smoothie King Center (17,800 capacity) and on the various communication…