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."