• by Karl Greenberg , May 15, 2008

The Golden Arches will be on jerseys worn by players in the Women's National Basketball Association League, during WNBA Tip-Off games.

The prime product placement is part of a deal making McDonald's presenting partner of "WNBA Tip-Off 2008 presented by McDonald's." Besides getting its logo on team jerseys during regular season--a league first--the deal is also a platform for McD's to launch its Southern Style Chicken Biscuit and Sandwiches via player appearances, samplings and ads.

This is not the first time WNBA jerseys have been adorned with a sponsor's logo. The Discover Card was on the 2007 WNBA All-Star Game Jerseys, as part of its role as official presenting partner of the All-Star Game. This year, the Tip-Off games include each WNBA teams' home opener as well as nationally televised games on ABC and ESPN2 in May.

The Southern Style Biscuit campaign involves 50 WNBA player appearances in 10 WNBA markets that are all happening today. Players will assist in distributing sandwiches, interacting with customers, signing autographs and taking pictures with fans.

Donna Orender, president of WNBA, says that branding on WNBA jerseys is an attractive for sponsors to get national reach. "I think that when we look at WNBA's overall ability to deliver value in a compelling way--including through 35 national telecasts--we see jerseys as part of the asset packet." She says the McDonald's logo is on the front of jerseys.

Also during WNBA Tip-Off 2008 presented by McDonald's, McDonald's will display its logo on the court, on poll pads and on team chair-backs. McDonald's will also promote its brand through courtside signage, in-game advertisements and a variety of in-game promotions, along with prominent exposure on WNBA.com and NBA.com during the promotion.

McDonald's will also advertise during national game broadcasts and daily video highlights on WNBA.com. McDonald's will also have a season-long presence on the Web site.

McDonald's spokesperson Molly McKenna says the effort is one of several for the Southern Style Chicken Biscuit and Sandwich products. She says the timing was serendipitous since Tip-Off week--happening this week--is at the same time as the sampling events in McDonald's restaurants today and Thursday.

"It was nice timing," she says. The company is also touting the new products as part of its 6-race sponsorship of NASCAR driver Elliott Sadler who drives the No. 19 Dodge for Gillett Evernham Motorsports. The company also has a Web site for the new products, WhatCameFirst.com, a site that features a dancing chicken and egg.