Good afternoon.
Last week, was all about the the changing landscape of sports media and how the fracturing of it by platform, streaming, and talent was taking place. Another part of the discussion is what viewers are seeing in the brands, and what athletes view as performance opportunity and sponsorship. This week’s news cycle is all about that.
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Global sportswear brands, athletes, and sponsorships are updating
Global brands like Nike and On are positioning themselves in new directions. Nike is brining in an executive of LVMH as a board member, while challenger brand, On, is bringing a Nike athlete to build infrastructural growth on its growing football division.
In other apparel news, the University of Miami locked in a 10-year Nike deal, one of the largest in college sports history. Highlight the importance of extending into the collegiate space and tacking onto the changing NIL structure, allowing for build relationships with universities and athletes into longer lasting partnership opportunities.
What’s noticeable in the branding approach for Nike is how they are finding ways to occupy more market share in the areas that impact visibility. While On and other sportswear brands alike are focusing on an athletic performance approach and looking to build through more grassroots marketing tactics within the sports they are trying to grow within.
Read more below on global sportswear brand and the latest news.
What We’re Watching
The Moments Worth Knowing
This week, Sept. 26 & 27 hold back to back events within the same market and entirely different audiences. With a look ahead to October dates that are able to be prepared right now.
Atlanta Braves vs. Miami Marlins
Sept. 26 | Our Score: 64 | $1.9M and counting
Kansas City Chiefs vs. Miami Dolphins
Sept. 27 | Our Score: 95 | $6.5M and counting
Texas Southern Tigers vs Florida Atlantic Owls
Oct. 3 | Our Score: 62 | $1.6M and counting
Cincinnati Bengals vs Miami Dolphins
October 11 | Our Score: 94 | $6.5M and counting
Note: Our scoring is subject to change based on time to event and economic impact measuring through our branded formula.
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This Week’s News in Sport Business
Nike Officially Announces Miami Hurricanes Partnership. The University of Miami locked in a massive 10-year Nike deal, signaling a new era of institutional investment for the brand and expansion on the success of the athletics program. Read more →
[Sports Illustrated]Kylian Mbappé Drops Nike for On Sponsorship Deal. One of the most-watched athletes in global football just walked away from Nike to sign with On. The Swiss sportswear brand continues to grow its athlete portfolio. Read more →
[Reuters]Maximizing ROI: How Brands Win Big with Women's Sports Sponsorships. Investment in women's sports is surging and the data behind it is clarifying the impact of loyal audiences, favorable cost-per-impression, and brands getting in early are building intentional equity and impact. Read more →
[LA Times]Nike Bets on Luxury to Stage a Comeback — and the New Board Pick Isn't a Sports Insider. Nike's latest board appointee comes from the luxury goods world, not sport. A change from the brand that seems to view its recovery by reclaiming positioning first then athletic performance. Read more →
[Inc]
Brief Playbook from Us to You
Plan for Fall Events Now
✦ This Week
Use now - October to build your Q4 offers. Last week’s issue was about what you can do now to test new offers in the hospitality space, and identifying for your audience “premium” and “must need” offerings.
This week, we want to add to this with the follow-up sequence and process, along with how great hospitality offers can build a relationship.
The first touchpoint - happens within 24 hours: Not as a generic template or email blast, but a personalized touchpoint that can be customized through a CRM system referring back to a purchase or event.
The second touchpoint - happens in days 3 to 5: Either as a campaign flow pre-scheduled or manually triggered where the new follow-up offer you tested can now bring someone back for an entirely different experience.
The third touchpoint - happens within 10-14 days: As a reminder, knowing that follow-ups don’t always trigger decisions, but the early adopters of a new offer can build excitement around a first to try opportunity.
This is just one of many ways to test manually and automated campaign triggers around a new/upcoming offer. Treating every contact you have in a personalized manner as they’ve already opted-in will help.
Tell you which events carry the right audience for your brand and if you want to know exactly how much and where consumers are signaling in the market.
You read to the bottom. That means this week you’ve prepped, but you still need to win your matchup. Invoid helps brands, businesses, and creatives turn intelligence like this into activation that actually converts - newly creative, not replicated.
Reply to this email and let's figure out what that looks like for you.
Always remember, Be Boundless.
The Invoid Team 🔮