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."
Stadium Fashionvertising
DKNY Yankees Sponshorship Deal Brings Fashion to Baseball
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.