Nike has "quietly renewed its massive NFL on-field apparel rights contract, adding three years to the five-year deal" that took effect in the '12 season, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. With Nike "keeping its NFL exclusive without an auction," the company "retains one of its most powerful domestic sports marketing assets" through the '19 season. The on-field rights extension also "blocks Under Armour, which surpassed Adidas last year to become the second-largest domestic athletic apparel/footwear brand behind Nike, from the valuable partnership." Sources "described the Nike extension as having slightly expanded licensing rights, and additional fees, which are frontloaded, something that should get the new consumer products leadership kudos within league circles." With the Nike renewal completed, the NFL is "now looking to complete similar extensions with its other large apparel licensees, including New Era, Outerstuff and VF/Majestic" (SPORTSBUSINESS JOURNAL, 3/16 issue).
EVERYWHERE THEY WANT TO BE: ESPN.com's Darren Rovell noted Visa is "extending its partnership" with the NFL. Terms were not disclosed, but a source said that the deal "came at an increase over the previous five-year deal." Visa has had an official deal with the league since '95, but "doubt over whether big sponsors such as Visa would return was created when the brand, along with other official sponsors, expressed public disappointment in September over the league's handling of the Ray Rice assault and the Adrian Peterson child discipline cases." Visa Chief Brand & Innovation Marketing Officer Chris Curtin said, "We believe they are addressing issues with the seriousness that they deserve, and we have maintained a watchful eye" (ESPN.com, 3/14).
