Group Created with Sketch.
Volume 24 No. 116

Marketing and Sponsorship

The Univ. of Louisville has extended its apparel deal with adidas for five years and $39M, making it the "third-largest-known agreement of its kind in college sports," according to Jeffrey Greer of the Louisville COURIER-JOURNAL. UL ranks behind only Notre Dame's $9M annual deal with Under Armour and Michigan's deal with adidas, which brings in $8.2M per year. The agreement will "consist of uniforms, footwear and accessories" for UL's 23 sports programs, as well as "investments in advertising, equipment room expansion and digital and video technology." UL and adidas also will create "scholarships and an internship program" for 20-23 students working in "marketing, branding and other areas in the athletic department." A projected $7.7M in cash is part of the deal. The UL football team will have "five different adidas uniform options" (Louisville COURIER-JOURNAL, 4/18). UL Associate AD/External Relations Brent Seebohm said that the school "negotiated with Adidas for more than eight months." Seebohm earlier in the year had indicated that UL's move to the ACC beginning with the '14-15 school year and the "recent success of its athletics programs" had put the university in a "good bargaining position for a better deal" (BIZJOURNALS.com, 4/17).

Heat F LeBron James tops the NBA's list of best-selling jerseys for the '13-14 regular season, followed by Thunder F Kevin Durant, Lakers G Kobe Bryant, Bulls G Derrick Rose and Warriors G Stephen Curry. Meanwhile, the Heat held the top spot for best-selling team merchandise for the second consecutive season. Lakers gear ranked 2nd, followed by Bulls, Thunder and Knicks. Rankings are based on sales from adidas and NBAStore.com (THE DAILY). The AP's Tim Reynolds noted Spurs F Tim Duncan makes his "first appearance on the season-ending list" since '06-07. James said of holding the top spot, "It means a lot to know that I have so many fans that want to wear my jersey because they respect the way I play the game and respect who I am as a man." While adidas manufactures NBA jerseys, James pointed to his Nike campaign, saying, "Thanks so much to all that 'Strive for Greatness'" (AP, 4/17).

TOP-SELLING NBA PLAYER JERSEYS DURING '13-14 REGULAR SEASON ON NBASTORE.COM
RANK
PLAYER
RANK
PLAYER
1
Heat F LeBron James
9
Cavaliers G Kyrie Irving
2
Thunder F Kevin Durant
10
Rockets G James Harden
3
Lakers G Kobe Bryant
11
Clippers F Blake Griffin
4
Bulls G Derrick Rose
12
Thunder G Russell Westbrook
5
Warriors G Stephen Curry
13
Celtics G Rajon Rondo
6
Knicks F Carmelo Anthony
14
Spurs F Tim Duncan
7
Heat G Dwyane Wade
15
Pacers F Paul George
8
Clippers G Chris Paul
TOP-SELLING NBA TEAM JERSEYS DURING '13-14 REGULAR SEASON ON NBASTORE.COM
RANK
TEAM
RANK
TEAM
1
Heat
6
Celtics
2
Lakers
7
Nets
3
Bulls
8
Warriors
4
Thunder
9
Spurs
5
Knicks
10
Clippers

 

With the Raptors set to make their first playoff appearance since the '07-08 season, official jerseys, T-shirts and hats have been "flying off store shelves" around Toronto, and unofficial gear is "getting snapped up online," according to Gemma Karstens-Smith of the TORONTO STAR. Sales for Raptors merchandise at Toronto-based Real Sports Apparel have increased 50% "over the last five games compared to the rest of the regular season." Jerseys are leading sales, but T-shirts that "celebrate the team’s Atlantic Division title have also become a hot commodity." The red shirts "emblazoned with 'Atlantic is Ours' have already sold out twice and were being replenished again Thursday." Toronto-based Eaton Centre mall manager John Harding said, "Sport Chek stores across the GTA have definitely seen a lot of consumer interest in Raptors-branded merchandise since the team secured a playoff berth." Meanwhile, Raptors fans Andrew Kong and Jeff Cheng, who began making Raptors-themed T-shirts last month, have been "overwhelmed with orders since the team made it into the playoffs" (TORONTO STAR, 4/18).

Penguins C Sidney Crosby, who led all NHL players with 104 points during the ’13-14 regular season, reclaimed the No. 1 spot on the league’s list of best-selling jerseys for the past year, according to data from Shop.NHL.com. Crosby fell to the No. 3 spot in ’11-12 and ’12-13 after having the best-selling jersey during the ’10-11 regular season. Red Wings C Pavel Datsyuk retained the No. 2 spot he held during the lockout-shortened ’12-13 season, while Blackhawks C Jonathan Toews fell from No. 1 to No. 3. Capitals RW Alex Ovechkin, who fell to the No. 19 spot last season, reclaimed the No. 4 position he held in ’11-12, the NHL’s most recent comparable full season. Rounding out the top five is Blackhawks RW Patrick Kane, who held the same spot in ’12-13. Making a return to the top 25 for the first time since ’10-11 is G Ryan Miller, who was traded from the Sabres to the Blues in the middle of the ’13-14 season (THE DAILY).

TOP-SELLING PLAYER JERSEYS ON SHOP.NHL.COM FOR '13-14 REGULAR SEASON
RANK
PLAYER
RANK
PLAYER
1
Penguins C Sidney Crosby
14
Red Wings LW Henrik Zetterberg
2
Red Wings C Pavel Datsyuk
15
Rangers LW Rick Nash
3
Blackhawks C Jonathan Toews
16
Lightning C Steven Stamkos
4
Captials RW Alex Ovechkin
17
Blues RW T.J. Oshie
5
Blackhawks RW Patrick Kane
18
Stars C Tyler Seguin
6
Lightning C Ryan Callahan*
19
Sharks C Joe Pavelski
7
Rangers G Henrik Lundqvist
20
Blues G Ryan Miller*
8
Penguins C Evgeni Malkin
21
Kings C Anze Kopitar
9
Flyers C Claude Giroux
22
Red Wings G Jimmy Howard
10
Sharks C Joe Thornton
23
Wild LW Zach Parise
11
Bruins LW Milan Lucic
24
Rangers C Brad Richards
12
Maple Leafs RW Phil Kessel
25
Penguins G Marc-Andre Fleury
13
Bruins D Zdeno Chara    
       

NOTE: * = Denotes player changed teams during the '13-14 season.

Complex Media is launching a new NBA-themed website called Triangle Offense that will "carry ads for only Bacardi Flavored Rum for the next nine months," according to Michael Sebastian of AD AGE. The site is meant to "cover the league without dwelling on saturated areas" like stats and schedules, instead focusing on players' "high-flying lifestyle -- their clothes, tattoos, cars, watches, and so on." Complex Media Head of Sales Moksha Fitzgibbons said, "We came to this realization that there was this white space out there in the basketball arena. We believe there's an opportunity to do a land grab." Sebastian cited sources as saying that Bacardi paid $1-3M "to sponsor the site for a nine-month period." The spirits company plans to promote the website "through paid media, but Complex will provide promotion on its other sites as well." Former ESPN The Magazine writer Elena Bergeron will serve as Editor-in-Chief of the website, and she indicated that while Bacardi is its sole advertiser, Complex Media "has full control over editorial" (ADAGE.com, 4/17).