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While it has long been accused of signing contracts more to get its swoosh logo on-field exposure than licensing revenue, Nike wants to get into the licensing business with the National Football League as its sideline deal comes up for renewal.
A proposal now on the table at NFL Properties would grant Nike a complete exclusive on all apparel. In a classic Nike power play the Eager Beavertons are proposing they pay no rights fee nor guarantees and that the league join with them in a 50/50 joint venture to manufacture and market the NFL garb.
The implicit threat in the offer is that if Nike doesn't get its terms, it will walk away from the NFL, which would leave the league with Adidas and Logo/Puma as on-field suppliers, both of whom have suffered from recent slowdowns in an oversaturated market.
The issue is the first big decision by the new regime at NFLI? headed by Roger Goodell,whose title has been changed to evp-business, properties and club services under a closer alignment with the league that followed the departures of NFL...