• Loading stock data...
Friday, July 11, 2025

Beyond the Patch: How Harley-Davidson and the Milwaukee Bucks are Capitalizing on Their Partnership

Activations extend beyond the 2.5in by 2.5in area on the jersey.

Activations extend beyond the 2.5in by 2.5in area on the jersey. (Photo via the Bucks)


The Milwaukee Bucks jersey patch sponsorship with Harley-Davidson boils down to a local connection and a like-minded fan base. According to Matt Pazaras, Senior Vice President of Business Development & Strategy for the Milwaukee Bucks, Harley-Davidson is a great fit due to their authenticity.

“Harley-Davidson is not a benign brand. People LOVE the brand. Even the players think it’s cool,” according to Pazaras.

This is extremely pertinent, as budding international superstar Giannis Antetokounmpo increases the value of the brand whenever he wears the Buck’s jersey, patch included, during commercials. According to the Bucks, the Harley-Davidson jersey patch, “has the potential to receive over two billion impressions globally each year across the Bucks and NBA broadcast video and digital platforms.”

However, it’s not just about the quantitative measures that makes Harley-Davidson a successful brand to market around. “It evokes great passion,” says Pazaras. “People are literally getting their logo tattooed on themselves.” This passion has been ingrained within the surrounding area of the Bucks organization as Harley-Davidson meshes well with the city of Milwaukee.

“They are a local company with global reach,” says Pazaras.

One way that this is exemplified is through the Harley-Davidson Museum. The museum, located in downtown Milwaukee one mile away from the Buck’s home The BMO Harris Bradley Center, is the brand’s way of showcasing its passion for riding.

Visitors are able to get up close and personal with the motorcycles and even saddle on up in their favorite model as they become immersed in Harley-Davidson’s rich history.

The museum also showcases the nitty-gritty side of the brand as visitors can interact with exhibits showcasing engine mechanics and all of the parts that come together to create a classic Harley-Davidson motorcycle.

Knowing that the museum evokes such passion and raw emotion, in Spring 2017, the Bucks set up a contest dubbed the “2017 Legendary Weekend Sweepstakes” to highlight the one-of-a-kind experience that the Harley-Davidson Museum has to offer.

One prizewinner was selected to receive a trip of a lifetime, culminating with four tickets for a behind the scenes tour at the Harley-Davidson Museum, a Harley-Davidson apparel “swag pack”, and four gift certificates for a Harley-Davidson Riding Academy course.

But it goes beyond just the “coolness” factor of the partnership. Harley-Davidson has immersed itself within the fabric of the Bucks organization.

“Harley-Davidson provides many elements for our team. They have a unique brand presence within the starting lineup,” says Pazaras.

Fans will receive a notification from their Bucks app on their phone that prompts them to open the app. Once opened, a Harley-Davidson logo flashes on their screen, flooding their phone will an illuminated Harley-Davidson logo. Fans are then encouraged to raise their phone with others in the arena as the app acts like a light board. The BMO Harris Bradley Center is soon engulfed with a plethora of Harley-Davidson logos.

In addition to the sponsoring the starting lineups, Harley-Davidson also activates in another unique way. As visiting teams arrive to the arena, the walkway from the bus to the arena is lined with Harley-Davidson riders atop their motorcycles. It is a non-traditional way of activating while providing a bit of an intimidation factor towards the other team.

Harley-Davidson and the Bucks also align well with giving back to the community. The motorcycle brand sponsors the Clutch Crew section, a group of supporters that can be found directly behind one of the baskets during every Bucks home game.

The Clutch Crew logo. (Image via the Bucks)

Fans try out before the season with 100 of them being selected for this exclusive, devoted section. Wearing Harley-Davidson gear, the enthusiastic fan group adds a dynamic, personal layer to the partnership.

Another way that strengthens the community aspect of the partnership includes setting up a Riders Academy with fans who are interested in learning to ride a motorcycle.

“We have teamed up with Harley-Davidson to provide our fans a safe environment to test-drive motorcycles near the arena,” according to Pazaras.

For Pazaras and the Bucks, allowing fans to test-drive the motorcycles in a risk-free setting helps to evolve the partnership. Bucks fans who may not be as aware of Harley-Davidson will be introduced to the iconic brand in a hands-on manner. “As the partnership progresses, our goal is to help recruit the next generation of riders,” says Pazaras.

The relationship between the two has been furthered by the charity component on multiple occasions. “We’ve created a gigantic inflatable Bucks jersey with the Harley-Davidson logo that fans can sign at certain games and events throughout the season. Each time a fan signs they pay one dollar, which is donated to the Wounded Warrior Project (WWP).” says Pazaras. According to the Wounded Warrior Project’s official website, since 2015, Harley-Davidson, “has generated $400,000 in support of WWP Combat Stress Recovery Programs.”

The association amongst the two Milwaukee-based organizations works well because the Bucks have an understanding of Harley-Davidson’s goals. “We never pitch assets. Instead, we try to solve business issues and package assets around solving those issues,” says Pazaras.

The historic roots. The local-town tie-ins. The mixture of old-school history and new-age development. It’s clear that Harley-Davidson and the Milwaukee Bucks are fit for a partnership of this nature.

The NBA jersey patch partnership was not the first collaboration between the two and if the trends continue, it certainly won’t be the last.


This is the first edition of the Behind the Patch series, where I will take a look at how these deals came to be and what teams are doing in association with their new partners.


This piece has been presented to you by SMU’s Master of Science in Sport Management.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

https://upscri.be/f32ae1/

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jeff Kaplan

Letting PE Invest in Family-Owned Teams Is a ‘Watershed’

Liquidity gives owners greater flexibility to manage salary cap.
Jul 10, 2025; Las Vegas, NV, USA; Dallas Mavericks forward Cooper Flagg (32) dunks against the Los Angeles Lakers in the first quarter of their game at Thomas & Mack Center.

Cooper Flagg Makes Mavericks, New Balance Debut in Win Over Bronny

Thursday marked Flagg’s first game donning New Balance shoes.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.

Jalen Williams Signs Max Deal As Thunder Commit $822M to 3 Stars

Oklahoma City also extended Shai Gilgeous-Alexander and Chet Holmgren.

Featured Today

Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 6, 2025

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.