How Biofreeze helps keep Damian Lillard in Portland

After a day of teasing, the Portland Trail Blazers finally revealed their big announcement… a sponsorship from Biofreeze. And while this isn’t the type of big news that some fans expected, it plays a role in keeping superstar Damian Lillard in Rip City.

The first inkling of a Portland Trail Blazers surprise came via Twitter on September 18.

Due to the picture, many fans wondered if a new jersey was going to be retired.

The Blazers later revealed that no new number would be hung from the rafters. Instead, the Rip City uniforms would be gaining a new patch – that of new sponsor Biofreeze.

Biofreeze is a waxy, crystalline substance that can be applied to areas externally to provide fast-acting pain relief.

So, the partnership really couldn’t be more perfect. When I think of Portland basketball, I think of an organic compound made synthetically or obtained from corn, mint, peppermint, or other mint oils (I also think my brain is broken).

https://twitter.com/NBCSNorthwest/status/1042507398836039680

But the deal goes beyond just a new advertisement on the Trail Blazers’ jerseys. These types of sponsorships also provide star players with a supplemental income that helps secure them in smaller markets.

Biofreeze and Damian Lillard

Along with his team, Damian Lillard also signed a multi-year endorsement with the cooling gel company.

Soon after this news broke, Blazers beat reporter Casey Holdahl tweeted this:

As the NBA grows globally, and NBA stars become global icons, endorsements from major companies play a larger and larger role in the business side of the sport.

It’s no secret that All-Star weekend is a big event, broadcasted internationally. And if a player perennially gets cast in these games, advertisers can then look to push their products and brands through this star regardless of the sized market they’re in.

Whether this player represents New York or Milwaukee, they will be showcased.

In 2018, Forbes released the ten NBA All-Stars who made the most through endorsements. Half played on smaller-market teams: LeBron James (CLE), Russell Westbrook (OKC), Dwyane Wade (MIA), Giannis Antetokounmpo (MIL), and Damian Lillard.

While players in bigger markets can land more lucrative deals because of the increased spotlight in the national sphere, stars in smaller markets can land these same sorts of deals because the fan bases are oftentimes very supportive of their best players.

Since the beginning of his NBA career, Lillard has had a backing from the city of Portland and has had his play speak for itself. HoopsHype’s article regarding the evolution of NBA Endorsements mentioned this:

"“Some players, like Damian Lillard, wait to sign a shoe deal until after playing in the NBA Summer League. Lillard, the No. 6 pick in the draft, bet on himself several times during the draft process – such as scrimmaging at the NBA Combine when other top prospects sat out and then letting his Summer League performance affect his shoe deal. Lillard ended up dominating in Las Vegas and winning co-MVP of Summer League, which led to his huge deal with adidas.”"

For Biofreeze, the company knew they were getting a bonafide superstar who played in a city that loved him and takes pride in knowing he wants to be a lifelong Blazer. The support of his smaller market, then, did not hinder him from finding endorsement success but actually helped him do so.

Lillard certainly could’ve landed this endorsement in Los Angeles or Chicago. But the growth of the game allows him to maintain his ties to Portland without missing out on earning potential and feeling swayed to take his talents elsewhere.

This new partnership of Biofreeze with both Lillard and the team only makes his connection to the city stronger.

So, while the NBA is a business first and foremost, sometimes the business end can help the side of the sport that’s sentimental too.