Although the WNBA has marketing deals with four major
sports companies, Nike "now holds such a dominant position
that" Reebok, adidas and Fila "aren't likely to have much of
a presence" in the league this season, according to the
SPORTSBUSINESS JOURNAL's Andy Bernstein. Nike "continues to
emerge" as the WNBA's "most visible sponsor," but the league
and most of its players "may find themselves with less
overall support from the footwear category," because neither
Reebok nor adidas "is expected" to launch any league-related
marketing programs this year or sign any of the players to
new endorsement deals. While Fila hasn't revealed its WNBA
plans, it is showing signs of "shifting its focus away from
traditional sports marketing." adidas "won't lend any
marketing support to the league as long as it is so closely
identified with Nike." adidas Dir of Sports Marketing
Robert Erb: "Every dollar that goes in there is actively
promoting a competitor" In response to its rivals' moves,
"insiders say that even Nike has reduced its spending on
WNBA athletes," other than Chamique Holdsclaw. Also, Nike
has no plans to run a "WNBA-specific ad campaign" this
season, which it has done the past two years, leaving the
WNBA "without a crucial source of exposure during its
formative years." Insiders say Nike pays more than $3M per
year for its WNBA deal (SPORTSBUSINESS JOURNAL, 5/17 issue).
AND THE WINNER IS...: In Atlanta, Jeffrey Denberg
reported that the WNBA will announce four expansion teams
later this week that will begin play in June 2000, but
Atlanta is no longer in contention. Hawks VP Lee Douglas
said that the "timing wasn't right" (ATLANTA CONSTITUTION,
5/16). Cities still in the running include Toronto,
Chicago, Indianapolis, Denver, Seattle, Boston and
Philadelphia (Doug Smith, TORONTO STAR, 5/15).
