SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/January 6, 2011/Marketing and Sponsorship
Nike Makes Big Splash With Seven-Figure Deal For Surfer Wilson
Published January 6, 2011
Surfer Julian Wilson has signed a five-year sponsorship deal with Nike 6.0 worth "somewhere in the neighborhood of $1,000,000 a year," making it "hands down one of the biggest surfing's ever seen," according to Jake Howard of ESPN.com. The exclusive partnership will "see the swoosh front and center on the nose" of Wilson's board, while he also will sport Nike 6.0 "apparel, footwear and wetsuits." Wilson said, "Nike has been pushing the direction of the sport of late and I'm really eager to be part of that movement." The Nike deal comes after Wilson "parted ways with Quiksilver" after eight years. Wilson's manager and brother, Bart Wilson, said, "Julian had a lot of good years with Quiksilver. ... We just felt that at this time, given that Julian had the chance to reassess, the move to Nike is the right decision." Howard noted Nike 6.0 in '09 added surfers Kolohe Andino and Carissa Moore to its roster, and "most recently upped the respective deals of 2009 World Junior Champ Kai Barger and 2011 Women's ASP World Tour rookie Laura Enever." The action sports brand also has "committed a wealth of resources to the Nike 6.0 Lowers Pro, the Hurley U.S. Open of Surfing and the Hurley Lowers Pro." Still, Wilson's deal is "a whole new level" for Nike 6.0, and will "raise the bar for top tier surf contracts in the future" (ESPN.com, 1/4).
QUIK TO THE PUNCH: Quiksilver yesterday announced that it has signed a five-year endorsement contract with surfer Stephanie Gilmore. The deal with Gilmore coincides with the debut of Quiksilver’s global girls line, scheduled for next month (Quiksilver). ESPN.com's Jon Coen noted Gilmore, a four-time world champion who has "ridden for Rip Curl her entire pro career, won her first World Championship her rookie year of 2007, and has dominated the Womens tour since." Gilmore will "become a brand ambassador" for Quiksilver's women's line. Coen noted until now, the brand had "sponsored female artists, musicians, photographers, and fashion designers but conspicuously lacked a surfer" (ESPN.com, 1/5).