Sponsorship to account for 37% of Nike's adspend

Rob Clapp

An overview of sponsorship's share of total advertising expenditure for Nike between FY10/11 and FY17/18.

Sponsorship makes up a growing share of Nike's total advertising expenditure, according to the latest company reports. Endorsement contracts for the sports and apparel giant are expected to account for 37.0% ($1.3 billion) of total adspend in the 2017/18 fiscal year (FY). This is a growth in share of 9.4 percentage points (pp) since FY10/11.

Despite rising in absolute terms of $209 million between FY11/12 and FY15/16, sponsorship's expected share remained relatively flat. However, while other ad investment fell in FY16/17, sponsorship rose in expected value by $189 million year-on-year. As a result, its share of the total...

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