Nike deal helped revive USA Track & Field commercial fortunes – Siegel

The 23-year sponsorship deal with Nike was the spark for a revival in fortunes at USA Track and Field (USATF), according to chief executive Max Siegel.

Speaking at at the Sports Decision Makers Summit in Miami today, Siegel said the deal – signed in 2014 and “allegedly” worth $400m, allowed the organization to pursue other blue chip sponsors such as The Hershey Company. Nike’s “alignment” with track and field gave the sport credibility with other commercial entities as well as giving USATF a base from which to be aggressive.

USATF is using the runway provided by the LA 2028 summer games to build further commercial relationships. The use of digital platforms Siegel says has helped bridge the interest gap in between Olympic games and the US will host the 2021 World Championship in Athletics, the first time it will be hosted in the United States.

Most recent

Formula One is likely to implement virtual advertising more widely in its global broadcast feed following its sponsorship and data rights partnership with ISG. But the sport needs to be careful not to fall foul of broadcast regulations concerning product placement. Ben Cronin reports

German football has earned praise for its blend of ideological purity and commercial nous, but calls to reform restrictions on private ownership and investment are growing. With the Bundesliga’s media rights coming to market, Callum McCarthy explores how the league’s commercial performance over the next 18 months could shape its long-term future.

Paul Rabil, who, with his brother Mike, started up the Premier Lacrosse League in the US, talks to Bob Williams about how they plan to make a success of the new league and about the challenges of setting up a new sports league from scratch.

After suffering early growing pains, the Big3 basketball league appears to have found its feet ahead of its third season this summer. Bob WIlliams reports.