Despite the financial implications of COVID-19, Nike’s sponsorship budget is likely to be held Analysis by data insight company GumGum, who calculated that in the fifth episode of ‘The Last Dance’, the Nike and Jordan brand logo appeared over 100 times and received more than nine minutes of exposure, worth $487,000.Ĥ. At a time where the value of Nike’s sponsorship portfolio has greatly depreciated due to the sporting blackout, the Last Dance has given Nike and the Jordan brand some valuable exposure, whilst providing a competitive advantage over struggling rivals.The Last Dance gives Nike and the Jordan brand valuable exposure during sporting hiatus Pay-for-performance contracts such as Nike and Liverpool’s are likely to be the blueprint for future kit supply deals due to a decrease in competitiveness for kit supply contracts from challenger brands, which has been intensified by COVID-19, and a shift towards more transparency and accountability in the sponsorship market.ģ.Despite offering a lower base fee than New Balance’s current contract with Liverpool, Liverpool chose to go with Nike due to their marketing nous and the belief they will generate the level of sales that to make the deal more profitable than what New Balance could.The deal offers a lower annual fee than previous supplier New Balance, but a higher commission of 20%, whilst cash bonuses for on-field performances have increased. Nike’s new kit supplier contract with Liverpool has shaken up the kit supply market. Nike & Liverpool pay-for-performance contract the blueprint for future kit supply deals
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