The NFL will get a healthy increase in combined sponsorship and licensed merchandise revenue from its three-way agreement with sporting goods brand Nike and the online sports retailer Fanatics, industry experts have told Sports Sponsorship Insider.
The three-way deal changes the business model for the licensed sports industry from one where the technical apparel partner, in this case Nike, acquires the exclusive licensed merchandise rights to one where the apparel partner outfits the players and Fanatics outfits the fans.
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