Tuesday, December 16, 2014

The whys and wherefores of college apparel branding

Here's a fascinating article with the lead being Arizona State switching from Nike to Adidas but it also includes this:

"Our research shows most Nike schools could double (apparel revenue) if they went to serious competition," said AJ Maestas, president of Navigate Research, which measures sports and entertainment marketing. "It's a basic negotiating error, failing to take right to the open market.

"This is smart of ASU and a compliment to their professional business practices. Kudos to them for maximizing revenue instead of automatically renewing."

Maestas said Nike has a perceived edge in product, service and recruiting value that can result in schools taking less money to stay with that brand...

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