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Nike's Sports Sponsorship Strategy and the Impact of COVID-19

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    Company Profile

  • 27 Pages
  • June 2020
  • GlobalData
  • Nike, Inc.
  • ID: 5205539

Detailed profile of Nike's sport sponsorship strategy, including a look at the impact COVID-19 may have on that strategy

  • Detailed examination of Nike's sponsorship portfolio, analysing the brand's strategy for engaging with sport and sport sponsorship. Every deal is analysed and valued and the impact that COVID-19 is highlighted and analysed with a view to understanding future brand intentions.

Reasons to Buy
  • Detailed profile of Nike's sport sponsorship strategy, including a look at the imppact COVID-19 may have on that strategy

Table of Contents

1. Key Information & Background2. Strategy
3. Kit Supplier Partnerships
3.1 Kit supply overview
3.2 Nike switch up kit supply game in move to pay-for-performance contract
3.3 Nike show commitment to esports through kit supply agreements
4. Athlete Endorsements
4.1 Athlete endorsement overview
4.2 The problematic aspect of athlete endorsements
4.3 The significance of the Jordan brand
4.4 The Last Dance gives Nike and the Jordan valuable exposure during the sporting hiatus
5. Emotional Branding
5.1 Emotional branding forms a central part of Nike sponsorship strategy
5.2 COVID-19
5.3 Black Lives Matter
6. COVID-19
6.1 Despite hit to finances, Nike expected to keep up sponsorship spend
6.2 Euro’s postponement costly & inconvenient to Nike

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Nike