DKNY Yankees Sponshorship Deal Brings Fashion to Baseball
Katherinev123 — April 6, 2010 — Marketing
New York fashion designer Donna Karan is making a major marketing move into the field of sports—well, the baseball diamond, to be exact. The DKNY Yankees sponsorship deal is a long-term contract between the popular fashion brand and a baseball team that has won 27 World Series championships, the New York Yankees.
Never before has a fashion brand had “permanent presence in Yankee Satuium,” says Stylite. While it’s not certain whether the DKNY Yankees deal will require the players to sport DKNY-branded gear, with 55,000 people attending each game, the brand building and marketing potential behind DKNY’s banner ads are enormous.
According to WWD, "This unique sponsorship gives DKNY a direct way to reach the consumer and also provides enormous visibility among the loyal, passionate audience — the millions of fans who visit Yankee Stadium each year, and the many millions more who watch Yankees games on television."
Never before has a fashion brand had “permanent presence in Yankee Satuium,” says Stylite. While it’s not certain whether the DKNY Yankees deal will require the players to sport DKNY-branded gear, with 55,000 people attending each game, the brand building and marketing potential behind DKNY’s banner ads are enormous.
According to WWD, "This unique sponsorship gives DKNY a direct way to reach the consumer and also provides enormous visibility among the loyal, passionate audience — the millions of fans who visit Yankee Stadium each year, and the many millions more who watch Yankees games on television."
Trend Themes
1. Sports-fashion Partnerships - The DKNY Yankees sponsorship deal is an example of how fashion brands can make their way into the sports industry through unique partnerships.
2. Permanent In-venue Advertising - DKNY's permanent presence at Yankee Stadium sets a trend for other brands in various industries to explore the possibility of long-term advertising deals with sports venues.
3. Fashion Advertising in Unconventional Spaces - Stadium fashionvertising represents an innovative opportunity for fashion brands to promote their products in unexpected places and tap into new audiences.
Industry Implications
1. Fashion - Fashion brands can benefit from collaborating with the sports industry to expand their reach and marketing potential, as demonstrated by DKNY's partnership with the New York Yankees.
2. Sports - Sports teams and venues can explore the potential of in-stadium advertising deals to generate revenue and partner with brands, as seen in the case of DKNY's sponsorship of the Yankees.
3. Advertising - The emergence of stadium fashionvertising presents opportunities for advertisers to explore unconventional advertising spaces and create new experiences for audiences.
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