adidas announced an extension of its marketing partnership with the New York Yankees that initially began in 1997. In this extension that will run through the 2013 season, adidas remains the Official Athletic Apparel and Footwear Company of the New York Yankees.
Under the agreement, adidas supplies the New York Yankees with athletic apparel and footwear for various personnel areas within the organization, such as the ticket takers, merchandise store employees, baseball operations staff and the club's minor league affiliates.
“The significance of our partnership with the New York Yankees can't be stressed enough,” stated Martyn Brewer, director of sports marketing, adidas America. “There are the obvious benefits that a collaboration with the Yankees brings to our baseball business in general. But, this is so much larger than simple baseball footwear and apparel sales. The New York Yankees are the most successful and popular sports franchise in the world. By aligning ourselves with the Yankees, the numerous benefits to adidas translate to almost every facet of our operations.”
While a main focus of the partnership for adidas is on athletic footwear and apparel, other significant marketing elements are included within the agreement, including signage in Yankee Stadium, logo presence on printed team collateral materials, stadium scoreboard exposure, and a suite to entertain guests.
“We value our long-standing partnership with adidas. From product placement to ticket branding, signage and hospitality, it is a model example of a fully integrated sponsorship. Since 1997, the Yankees' and adidas' brands have by now become synonymous,” said Michael J. Tusiani, New York Yankees vice president, corporate sales and sponsorships.
