Nike Spent More than $6 Billion on Endorsement Deals in 13 Years

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Nike keeps on spending on partnership deals with athletes, teams and leagues. As of May 31, 2015, the swoosh spent a massive $6.192 billion on those sort of endorsements, up 32% over the same period from the prior year. Sports Business Daily, which broke down Nike’s spending in sponsorships and endorsements going all the way back to 2002. Have a look.

NIKE’S SPONSORSHIP AND ENDORSEMENT COMMITMENTS
YEAR* AMOUNT ($ BILLIONS) PCT. CHANGE AMOUNT CHANGE ($ BILLIONS)
2015 $6.192 32% $1.49
2014 $4.704 31% $1.10
2013 $3.603 -6% -$0.23
2012 $3.828 -14% -$0.62
2011 $4.444 17% $0.65
2010 $3.790 -10% -$0.41
2009 $4.201 10% $0.37
2008 $3.827 37% $1.03
2007 $2.794 70% $1.15
2006 $1.642 -2% -$0.04
2005 $1.685 -2% -$0.03
2004 $1.713 19% $0.27
2003 $1.442 32% $0.35
2002 $1.094 NA NA

* For the 12-month period ending May 31 of the listed year.
NA: Not applicable; 2002 was the first year the SEC required disclosure of all major corporate obligations, such as endorsements. Source: Nike annual reports

Keep in mind that this year’s figure comes before Nike’s massive $1 billion deal for the rights to outfit the NBA, which was announced in June. In other words, Nike isn’t afraid to keep spending more and more.

For comparison, Under Armour’s spending on the same sector was $392 million at the end of January. [Source: Sole Collector].

Although they cover all sports, these figures are quite impressive. It’s not about spending sports marketing dollar, it’s about spending it wisely and efficiently. However, you win some, you lose some. Looking at the football map, Nike just lost Manchester United and Juventus Turin to adidas.

On the other hand, they signed a partnership with AS Roma, Nigeria FA, secured their deals with the English Premier League, La Liga and Serie A. These figures would have been more impressive had Nike have a deal with either FIFA or UEFA.

Karl Lusbec