Milwaukee Bucks chief marketing officer Dustin Godsey tweeted last Thursday that no, the Milwaukee Bucks could not bring back the “Cream City” uniforms that gained popularity during the 2019-20 season (with a previous cream-colored jersey in 2017-18). His comment came after the Bucks released their newest “City Edition” jersey for the current season, the blue “Gathering Place” jersey that debuted Wednesday when the Bucks faced Cleveland at Fiserv Forum.
Apparently, fan fondness isn’t enough to get the Bucks to return to a cream color scheme, one that evokes the style of brick used in early Milwaukee architecture that led to Milwaukee earning the nickname “Cream City.” But in an interview with UniWatch, a website dedicated to all things sports attire, Godsey revealed the unusual reason why the jerseys won’t work anymore.
It’s because they interfere with the technology used for digitally inserted, on-court advertisements seen only on the television broadcast.
As Godsey said in the interview, it’s similar to a meteorologist wearing a green shirt in front of a green screen; the software blends the jersey in with the artwork on the floor and creates a surreal, pixelated effect. Godsey said the problem was first noticed in the 2020 “bubble” when digital ads became a bigger part of broadcasts, and it led to the NBA and its partners subsequently banning the cream color from all uniforms.
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Godsey said he hopes something can be solved on the technology front to make it happen down the line. Until then, cream can still appear in small doses on uniforms, but not as the central color.
This article originally appeared on Milwaukee Journal Sentinel: Milwaukee Bucks can’t wear ‘Cream City’ jerseys due to technical issue
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