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SBD/21/Sponsorships Advertising Marketing
NIKE AND UNIVERSITY OF MICHIGAN REACH UNPRECEDENTED DEAL
Published October 21, 1994
The Univ. of Michigan and Nike have agreed to a $7M-plus endorsement contract -- "the largest such deal in the history of collegiate sports," according to Michigan AD Joe Roberson. Nike outbid Reebok to become the "exclusive on-field supplier to all 22 Wolverines men's and women's sports." The endorsement fee will be added to the over $300,000 in cash and goods Nike already pays Michigan coaches and other athletic officials. Nike will have the exclusive rights to design uniforms and sell apparel with the Michigan logo. The deal runs through 2000. SPECIFICS: Nike will give the school around $1M in shoes and apparel, make a $75,000 cash payment to the athletic program, endow two scholarships in women's athletics, fund a yearlong fellowship in sports journalism, and pay $45,000 into a scholarship endowment begun by Chris Webber. Roberson said he approached both Nike and Reebok (Falls & Girard, DETROIT NEWS, 10/20). Columnist Joe Falls notes Michigan will also "benefit from the TV, magazine, and newspaper ads Nike will put out to exploit its connection with one of the nation's top athletic programs." Nike gets to "cash in on a school that is probably the most widely televised" in the country (DETROIT NEWS, 10/20).