The Minnesota Timberwolves Name Aura As Their New Jersey Patch Sponsor
The National Basketball Association’s Minnesota Timberwolves inked a multi-year partnership with the digital security firm Aura.
Per the agreement, Aura is named not only the franchise’s official jersey patch partner but also the official digital security provider of the T-Wolves. The deal also makes Aura the season presenting partner and gives both on-court and in-arena signage.
Additionally, Timberwolves employees and the staff working for the Women’s National Basketball Association’s Minnesota Lynx will be allowed to select Aura as the digital wellness benefit, which would protect against digital crimes and financial loss.
“Timberwolves fans know that every win is fueled by strong, proactive defense. Today, with nearly every aspect of our lives digitally connected, we need to protect ourselves and our families from digital crime with the always-on defensive energy of a full-court press,” stated Hari Ravichandran, founder and chief executive of Aura.
“As official digital security provider of the Timberwolves, Aura is joining this community’s defensive team, and we look forward to promoting simple, always-on digital defense in the Twin Cities.”
Lastly, in a separate transaction, Aura will be partnering with Timberwolves guard Anthony Edwards naming him as a brand ambassador.
When looking to secure a new jersey patch sponsor, the franchise hired Excel Sports Management in June of 2020 after the team’s three-year, $3 million per season contract expired at the end of the 2019/2020 season.
During that time, Ryan Tanke, the Timberwolves chief operating officer, told CNBC that any new patch sponsor must both “create impact in our community” and “be a champion for social advancement.”
“This partnership speaks to each of our organisation’s commitments to innovation, inclusion, and a safe digital experience,” stated Ethan Casson, Timberwolves and Lynx chief executive.
“As an early adopter of mobile ticketing and a completely contactless arena experience, we continue to place emphasis on tech initiatives and collaboration with forward-thinking partners. Aura was a natural fit.”
The franchise is also changing hands as former Major League baseball player Alex Rodriguez and ex-Walmart chief executive Marc Lore joined the ownership group in July after purchasing a limited stake in the team was approved by the NBA. According to the New York Times, the duo will become the controlling owners of both the T’Wolves and Lynx in 2023. The deal is worth an estimated $1.5 billion.
