Nike ousts Adidas as it signs $175m NFL kit deal
NEW YORK - Nike is to replace the Adidas-owned Reebok as the official supplier of kit to the National Football League in a five-year deal valued at $175m (£110m).
Nike: secures $175m NFL kit contract
Reebok, which Adidas bought in 2006, has held the $350m-valued contract since 2001 and it represents more than half of its $565m US revenues, according to Citi Investment. Its contract expires in April 2012.
The NFL contract had been hotly contested, with Nike battling Under Armour and Adidas/Reebok.
Charlie Denson, president of Nike Brand, said: "We believe our agreement with the NFL enhances the Nike brand, and provides a significant opportunity to drive growth across the business – both in our performance products and sportswear."
For Nike, the deal will help cement its already strong ties with the NFL. It already has partnerships with Adrian Peterson of the Minnesota Vikings, Drew Brees of the New Orleans Saints, and Troy Polamalu of the Pittsburgh Steelers among others.
It isn't all bad news for Adidas and Reebok. Together they still hold the kit rights to the National Basketball Association and National Hockey League, not to mention Major League Soccer.
The only contract that sits outside the reach of either Adidas or Nike is Major League Baseball. That contract is held by Majestic Athletic, which provides uniforms and T-shirts, while New Era owns the rights to baseball's famed caps. New Era also provides on field NFL headwear.
Indications last month were that Adidas expected to lose the deal. Adidas CEO Herbert Hainer told CNBC on September 29 that: "If we lose the NFL, it won't make or break our company."
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Head of Customer Analytics - Consultancy Harnham £90000 - £100000 per annum + benefits, London
- Groovy & Grails Developer - £35k - Central London Digital Gurus £30000 - £35000 per annum + travel perks :), London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...