There are 53 players per NFL football team, 22 total players on the field at one time, dozens of coaches, coaching assistants, and other staff on the sidelines, referees, and not to mention hundreds of thousands of fans. The NFL is a huge enterprise, so for Nike to be able to claim putting their logo on all of the clothing and equipment for the NFL for a designated number of years is probably one of the best investments a sports attire retailer can make. The Nike symbol will be everywhere; the camera zooms in on the players, it's there; and when fans buy a jersey to support their favorite team and player, it's there.
The NFL needed to sell this advertising niche in order to make up for the deficit and increase revenue. One billion dollars was quite the huge investment on Nike's part, but I am positive that it will be a beneficial partnership for both companies. And, personally, I'm looking forward to seeing the new gear that Nike produces in order to support my NY Giants.
Source: http://online.wsj.com/article/SB10001424052748703440004575548144277455632.html?mod=WSJ_Retailing_leftHeadlines
--Leah Stoltz
Business 1.0 Blog setup by Colin Dame, Tania Dabdoub, Leah Stoltz, Bria Gutierrez, and Jacky Meltzer. Critique of the the latest news in the world of retail.
I think this was a great move by Nike. The presence of their logo at NFL games that are watched by a large portion of the population will be a great way to market the brand and its football gear to sports fans. This is very similar to the presence of Adidas at the World Cup. The Adidas logo was seen on the soccer ball and on jerseys as well as in commercials. This prompted soccer fans to relate Adidas and quality soccer apparel that professional players use, a good marketing strategy.
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