What they perhaps couldn’t predict at the time is that the Wingfoot jersey patch would become the most valuable in the NBA. Placing the logo on the jerseys worn by LeBron James, Kevin Love and the rest of the Cavs costs Goodyear $10 million annually.

According to GumGum, a sports media valuation company, Goodyear’s return of investment on social media alone through the first half of the season has been more than $3.4 million.

GumGum says logos on NBA uniforms will generate over $350 million in value to companies with jersey sponsorship deals just on social media.

The only better placement for an NBA sponsor: on the shoulder opposite the jersey patch w the logo of the league’s uniform provider, Nike, is stitched.

“GumGum Sports applies computer vision technology to analyze broadcast and social media footage for sporting events, identifying the placement, exposure and duration of each sponsor that appears in the footage and automatically quantifying the value that each sponsor is generating,” GumGum senior vice president of product Brian Kim explained to Forbes.

Elsew in GumGum’s analysis, the Cavaliers rank second in the league in media value from both Facebook and Instagram, trailing only their Western Conference rival Warriors.