Nathan's Becomes Official Hot Dog Of MLB MLB Partners For League-Branded Diapers Marketplace Roundup MLB Goes With Player-Focused Marketing Effort New Balance Launches Boston-Themed Ads WWE's Heyman To Promote Richmond NASCAR NHL's Failed Guardian Project Back In Headlines Marketplace Roundup Skins Look For Ways To Avoid Color Rush Unis Aspen Dental Signs Deal With NASCAR
SBD/April 17, 2014/Marketing and Sponsorship
Nike Signs 23-Year Sponsorship Extension With USATF Valued At More Than $400M
Published April 17, 2014
QUESTIONS PERSIST: In Chicago, Philip Hersh writes while the new agreement is worth double the current one on an annual basis, fans should not "count on the bulk of the extra money going to relatively needy elite athletes ... who get most of their income in personal deals with companies." USATF indicated that the "increased Nike revenue ... will go for a variety of established and new programs." Hersh writes the two parties "striking a balance -- or at least the appearance of one -- will be critical." An example of that is whether Nike will "go all-in" on a possible bid by Eugene, Ore., to host the '19 IAAF Outdoor World Championships, "even though rival Adidas is the event's primary global sponsor." Nike represented "nearly half" of USATF's $21.8M total revenue in '12, and that could increase to "more than two-thirds" with the new deal. Hersh: "Common sense will tell you such a financial stake gives Nike a more privileged position" (CHICAGO TRIBUNE, 4/17).