L.A. Sparks join the trend of selling ads on jerseys

It's called branding, and now the top-selling jersey in the WNBA will no longer say "Sparks" on the front as the team with international basketball star Candace Parker has joined the latest sports advertising trend.

The Los Angeles Sparks and Farmers Insurance Group of Companies announced a multi-year marketing partnership that includes a branded jersey sponsorship.

The Farmers Insurance branded jersey will be worn by the players for the first time at the Sparks opener on Saturday when they meet the defending WNBA Champion Detroit Shock in a nationally televised game.

Los Angeles is the second WNBA team to finalize such an agreement following the WNBA's decision to support the revenue-generating deal. The Phoenix Mercury sold its jersey deal to Lifelock.

In addition to player jersey rights, the partnership with the Sparks includes on court apparel, in-arena signage, media, and related community activities. Farmers Insurance also will be involved with Sparks in Motion, a new initiative with the goal of fighting childhood obesity, and Inspiring Women, a platform developed league-wide to celebrate the achievements of women in all walks of life.

Parker, the former Naperville Central star who is sitting out the start of the season after having a baby last month, has the No. 1-selling jersey in the WNBA.