Nike looks beyond cricket, bets on soccer

NEW DELHI: Cricket-wary advertisers have finally started to hedge their risks by betting big on other sports. In a first of its kind deal in India, the $15-billion American sports goods marketer Nike is learnt to have signed a three-year deal with sports broadcaster ESPN-Star Sports (ESS). The deal, to kick off in October this year, and estimated to be worth Rs 13-15 crore, will be soccer-specific with branded content, below-the-line activities and various brand-led activations on the cards.

Nike had committed Rs 197 crore last year to become the official kit sponsor for the India cricket team for five years, starting January 2006. The company had also poured big money for its ICC World Cup 2007 promotions and even launched its first cricket-led ad campaign in the run-up to the World Cup in the Caribbeans. Interestingly, Nike is signing a soccer-only deal with ESS at a time when the broadcaster is hardselling sponsorships around its eight-year media rights (2007-15) of International Cricket Council’s big ticket events, including two WCs, three Champions Trophy and two Twenty20, including the upcoming one in South Africa later this year.

When contacted, Sanjay Gangopadhyay, marketing director, Nike India, said, “Yes, Nike has an association with ESPN. As part of our contract obligations, we will not be in a position to disclose the details of the association.” On the other hand, ESPN STAR Sports (ESS) India managing director R C Venkateish, said, “We have associations with many advertisers but I can’t talk about the specifics of it.”

The Nike-ESS three-year partnership, sources add, is an attempt to develop the sport in the Indian market which has been heavily tilted towards only one sport — cricket. Internationally, Nike has a major association with soccer and is now looking to create an alternate avenue for itself in India too besides cricket with English Premier League and UEFA Champions League generating a lot of interest in India. The sports goods and apparel major last year announced a seven-year tie up with the All India Football Federation (AIFF) for an undisclosed amount.