sporting brands

Gunner Do It: Inside Puma's Record-Breaking Arsenal Football Club Deal

Posted by Mark J. Miller on January 28, 2014 07:36 PM

Puma has made a major move, signing a five-year "kit" deal with English Premier League powerhouse Arsenal, dealing a major blow to 20-year partner Nike.

The move is all part of a brand renewal strategy under new Puma CEO Bjoern Gulden that aims to re-establish the brand in the sports apparel market, which has taken a backseat to its lifestyle brand in recent years. 

The new $249 million deal is the largest ever for "the Gunners," as the legendary football club is calld by fans, and Puma, and drops the apparel-maker's logo right back into the spotlight on the backs (and rear-ends and cleats) of one of the league's hottest clubs, Sports Business Daily notes.

Arsenal’s previously struck a sponsorship deal with Emirates Airlines in 2012 for five years and $248 million.

In addition, Puma has gained the rights to produce other Arsenal-related merchandise. Arsenal Manager Arsene Wenger, who is also slated to sign a new contract with the club, will be given a large pool of cash to recruit free agents.Continue reading...

sporting brands

Nike's FuelBand: Game Changer or Slickly Marketed $150 Monitor?

Posted by Mark J. Miller on January 19, 2012 12:07 PM

While the large majority of athletic gear is segmented for each specific sports market, Nike announced a product Thursday that sweeps across the entire sporting landscape and can be used by any athlete at any level: the Nike+ FuelBand, a rubber bracelet worn on the wrist during exercise and sports activities to measure “steps, calories, time & Fuel metric (currency measured by oxygen kinetics)."

According to its press release (titled "Nike+ FuelBand Makes Life a Sport") the company sees it as a tech-driven game-changer that unifies products, sports and fans' interests, with the sub-headline: "Nike innovates at the intersection of sport and data with a wristband that measures movement to motivate people to be more active."Continue reading...

sporting brands

Soccer Sponsorships Turning Rival Fans Off Products

Posted by Mark J. Miller on November 28, 2011 12:02 PM

Airlines have taken to sponsoring teams in England’s Premier League recently. Etihad Airlines signed on with Manchester City in July. Emirates Airlines has its name on Arsenal’s stadium. And Turkish Airlines has a deal with Manchester United.

Great promotion for the airlines, right? Well, there are a few that get turned off when a brand sign on with a team: the fans of that team’s rivals.Continue reading...

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