It seems like for Nike, only “major” games exist. Last October, Nike Korea has signed a sponsorship deal with Korean Football Association worth 49 billion won, both in cash and equipments. It is also sponsoring baseball and basketball, but compared to football, the scale is relatively small, mostly supporting with equipments, not cash. It is because Nike is sponsoring vastly to sports that would show results by visible, like football. One of the basketball association officials said that because the sales of basketball uniforms and equipments have declined, Nike tried to belittle the sponsorship also, but they were able to maintain the current sponsor-level due to consistent convincing. In amateur sports, Tae Kwon Do is the only sports that it is sponsoring, mainly because it is most likely that Korea will gain gold medals in the martial art event. Recently, Nike has been criticized for its’ small-scale marketing, with less than 100 days left until the Olympics. Is it OK for the most popular global brand of sports instruments to be indifferent towards sponsoring “unpopular” sports, only focusing on so-called “lucrative” sports? If a global firm is only after profits, from long-term point of view, it cannot neglect the fact that there will be a possibility it’ll go in the opposite way. In sports marketing, it is undeniable that sponsoring sports that many people are fond of is the main target. However, when Nike sponsors other unpopular and amateur sports with a warming heart to embrace them, many people would find it warm-hearted and will be a great partner to them.
Student # 20300489 Entry_7
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