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SALT LAKE CITY — The Utah Jazz will have a new jersey patch sponsor this season, but its partnership with 5 For The Fight will continue.
In 2017, Qualtrics partnered with the Jazz to put the Provo-based company's logo on the team's jerseys; however, the Utah tech company — which was co-founded by current Jazz owner Ryan Smith — opted to do something a bit unorthodox.
Instead of their own logo on the patch, Qualtrics chose to give the space to its charity arm 5 For The Fight.
"At the time, that was probably our largest single marketing campaign ever by about five (times)," Smith told KSL.com in 2019 when the sides announced a new four-year extension. "And we were just getting enough guts to do it just with Qualtrics, let alone, give it to cancer. But that's when we kind of knew we were onto something. When it hurts, that's probably when you should do something."
It was the first-ever cause-related jersey patch sponsorship in American sports, and that visibility certainly helped. On Tuesday, 5 For The Fight announced it has hit its initial goal of raising over $50 million to help end cancer.
"With the help of Utah Jazz fans, partners, and the community, 5 For The Fight has crossed the $50M mark. It was an ambitious goal we set at the time we announced the jersey patch," said Mike Maughan, co-founder of 5 For The Fight. "It has been amazing to see the entire community rally around the cause and get involved."
Since the partnership was announced, 5 For The Fight has provided funding to 17 cancer research centers and created 32 cancer research fellow positions throughout the U.S. and in Europe.
While the Jazz won't be wearing the now-familiar jersey patch this season — the new patch partner will be revealed Thursday — their association with 5 For The Fight won't be ending.
There will be a dedicated area to 5 For The Fight in the Delta Center near the main entrance. The space will feature an "All In Until Cancer Gives In" wall, designed by the same people who worked on Post Malone's Raising Cane's restaurant, and will have interactive elements that will allow fans to send messages, take photos and donate.
Utah Jazz players recorded supportive messages that fans will be able to personalize and send to loved ones who are fighting cancer.
"Our journey with 5 For The Fight over the past six years has been the most inspiring representation of how the Utah Jazz bring to life our core value of being community obsessed," Jazz president Jim Olson said. "We are excited for our partnership with 5 For The Fight to continue and take on a new presence inside our arena in multiple areas so we can continue to champion the cause and maintain constant top-of-mind-awareness among our fans."
