Does it matter what colour of jersey your favourite sports team wears? Studies have shown that, in some instances, it does. Researchers analyzed penalty records from both the NFL and NHL for the years spanning from 1970 to 1985, discovering that teams wearing black uniforms were penalized more than any other colour. Although the studies were not conclusive as to why this occurs, some theories surfaced. There is long standing cultural association of white representing good and black representing bad. The bad guys in movies typically wear black – think of outlaws, mobsters, Darth Vader. Words containing “black” often have negative connotations: blackball, blackmail, blacklist and the black market. Are referees more inclined to call penalties against teams wearing black because they are subconsciously viewed as the “bad guys?” Perhaps when a player dresses in black it makes them feel extra tough, encouraging aggressive play. In the case of hockey, there was also a suggestion that black uniforms made players highly visible on the white ice surface, making them more susceptible to scrutiny.
From the 1990s into the 2000s, despite the findings from this research, more and more teams, from the NFL, NHL and MLB, started incorporating the colour black into their uniforms. The trend came to be known as BFBS - “black for black’s sake.” ESPN had this to say about the phenomenon: “Some teams did it to look more intimidating; some teams did it to sell more jerseys and caps; and some teams just did it because so many other teams were doing it.” However, it seems that the tide is turning and sports teams are returning to their traditional colours. Professional sports organizations understand the importance of a well defined brand, one that pays homage to a franchise’s past while remaining contemporary. Owners will look to gain a competitive edge wherever possible and colour can play a part in helping them achieve success. Showing a healthy profit is when teams most enjoy being “in the black.”