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NFL loss will cost Reebok dear

15/10/2010
American football's National Football League (NFL) has announced that sports brand Reebok is to cease to be its official provider of licensed sportswear. At the start of 2012 season, rival brand Nike will take over, bringing an end to a 10-year association with Reebok.

Analysts told The Financial Times that the decision could cost Reebok as much as $350m of the $565m it earns from the US sports apparel market at the moment. 

Nike was jubliant. Its head of brand, Charlie Denson, issued a statement saying: “With this relationship, Nike’s position in our largest market in the world will be stronger than ever. We believe our agreement with the NFL enhances the Nike brand, and provides a significant opportunity to drive growth across the business, both in our performance products and sportswear.”

The new contract will run for five years instead of ten and will exclude headwear, which two other brands, New and 47 Brand, will supply to the 32 NFL teams and fans across the US.

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