4 Interesting Sponsorship Marketing Examples

Discover 4 clever sponsorship advertising examples that’ll make you rethink your marketing strategy. I’ll show you how brands are nailing it with creative partnerships.

Ever pondered how global icons win over customers? The secret might be in sponsorship marketing’s might. As a seasoned copywriting journalist, I’m excited to unveil four compelling examples that could elevate your brand.

Sponsorship deals often stretch into millions and span decades, especially in sports. Collaborations with music festivals can significantly boost sales. Charitable events enhance brand engagement and social media visibility. Influencer partnerships, too, have been shown to increase sales and brand awareness without big ad budgets.

The team behind Affiliate Software Online has delved deep into sponsorship marketing. They’ve uncovered insights that could transform your brand’s success. Ready to see how strategic partnerships can propel your brand? Let’s explore the opportunities together.

Brands Leveraging the Power of Sports Arena Sponsorship

As a marketer, I’ve always been intrigued by the impact of sports sponsorships, particularly the naming rights deals that transform iconic sports arenas. These partnerships, often spanning years, involve substantial investments but yield significant mutual benefits. A leading tech company partnered with a renowned basketball arena, bringing cutting-edge technology that elevated the fan experience. This synergy with the brand’s ethos of innovation and quality, coupled with high visibility, boosted the tech company’s industry standing and engagement levels.

The influence of sports arena sponsorships transcends mere brand exposure. These partnerships enable brands to craft memorable fan experiences, embedding their offerings into the event’s essence. For example, a major beverage brand’s sponsorship of a professional soccer team’s stadium introduced advanced hydration stations. These stations provided fans with refreshing hydration throughout the game, enhancing brand loyalty and deepening the connection with the fan base.

Moreover, sports arena sponsorships unlock new avenues for audience interaction, such as interactive displays and exclusive content. By harnessing the fervor of sports fans, brands forge a deeper bond with their target audience. This approach elevates brand visibility, loyalty, and ultimately, sales.

Brand Sponsorship Deal Value Impact
PepsiCo 2020 Super Bowl $100 million Increased brand visibility and audience engagement
Coca-Cola #ThatsGold campaign, 2016 Rio Olympics Reached 77% of Brazil’s teen population (21 million teens), 30+ million video views Enhanced brand reputation and customer loyalty
Just Eat The X Factor sponsorship £30 million Increased brand awareness and audience engagement
Emirates Arsenal sponsorship extension £200 million Strengthened brand association with a prestigious sports team

The examples above clearly demonstrate the potent impact of sports arena sponsorships. By linking their brands with the fervor of sports, marketers can tap into a wealth of opportunities. These efforts enhance brand visibility, fan experiences, and ultimately, drive business success.

Music Festival Collaborations: Where Brands Orchestrate Unforgettable Experiences

Brands teaming up with music festivals craft a symphony of sensory delight that echoes well beyond the event’s end. Consider a leading beverage company’s partnership with a top-tier music festival. This alliance was a mesmerizing fusion of sensory branding and experiential marketing.

Festival-goers were enveloped in a lively ambiance, savoring unique beverage flavors and engaging with the brand via innovative digital experiences. This powerful partnership elevated the company’s profile through social media and harmonized with the music industry’s vibrant energy. It perfectly connected with the young, influential audience the brand aimed to reach.

The triumph of this music festival sponsorship showcases how brands can utilize experiential marketing to forge a strong bond with their audience. By leveraging the strength of sensory branding and the broad social media reach of music festivals, brands can craft memorable experiences. These experiences establish deep connections with consumers that endure.

Charity Event Support: Building Brand Equity Through Philanthropy

I’ve seen firsthand how charity event sponsorships can transform a brand. By linking with philanthropic causes, companies highlight their commitment to social responsibility. This connection helps build real bonds with their audience. A notable instance was a tech firm partnering with a global health charity for a 24-hour fundraiser. The event leveraged social media, blending the tech company’s innovation with the charity’s forward-thinking approach. Interactive activities boosted donations and expanded the brand’s reach across platforms.

Charity event sponsorships bring numerous advantages. They improve a brand’s image by linking it with socially conscious efforts. These partnerships also foster deep audience engagement, creating stronger customer ties. Moreover, they offer a platform for sharing brand stories, enabling authentic connections with consumers.

Such sponsorships yield positive PR, positioning the brand as a supporter of the cause. They open up new business partnerships and networking chances, connecting brands with influential figures in the event. This strategy distinguishes a brand from competitors, highlighting its dedication to causes that matter to consumers.

Exploring corporate philanthropy further, I’m eager to see more brands use charity event sponsorships. These efforts will help build brand equity, boost social responsibility, and create lasting audience connections.

Influencer Partnerships: Tapping Into Authentic Reach and Engagement

As a savvy marketer, I recognize the immense power of influencer partnerships. In a realm where authenticity is paramount, these collaborations can significantly alter a brand’s trajectory. The influencer marketing industry was valued at $16.4 billion in 2022, underscoring its effectiveness. It allows brands to connect with audiences through influencers, fostering a genuine, engaging relationship.

Traditional celebrity endorsements are no longer the norm. Today, influencer collaborations enable brands to partner with content creators who share their values. This approach boosts credibility and visibility, often without the need for large advertising budgets. Strategies like sponsored posts, contests, and brand ambassadorships can exponentially increase a brand’s reach and engagement.

Gymshark, a fitness apparel brand, has thrived by partnering with influential fitness trainers and athletes. Similarly, Häagen-Dazs leverages the fun, family-friendly vibe of TikTok influencers. These brands excel by aligning with influencers who resonate with their target audience, creating authentic content that captivates and connects.

In my ongoing exploration of influencer marketing and social media partnerships, I’m constantly amazed by the innovative ways brands engage with influencers. From impactful product launches to viral campaigns, the potential for success is vast when brands and influencers collaborate effectively.

The Iconic Naming Rights Deal: sponsorship advertising examples

Sports arena sponsorship, especially through iconic naming rights deals, showcases the strength of sponsorship marketing. These partnerships, spanning years, involve vast financial investments. Yet, the mutual benefits are clear. A leading tech firm’s partnership with a renowned basketball arena did more than just attach their name to the venue. They brought in cutting-edge technology, improving the fan experience with HD video screens, free high-speed Wi-Fi, and a mobile app for ordering food. This synergy with the brand’s image of innovation and quality, along with the exposure from hosting various events, boosted the tech company’s leadership position and increased brand engagement.

The influence of naming rights deals is widespread in sports. The Staples Center was rebranded as Crypto.com Arena in a $700 million deal for 20 years. SoFi Stadium in Los Angeles secured naming rights for $625 million over 20 years, and Intuit Dome paid $500 million for 23 years. These deals underscore the high value brands place on sports sponsorships. They highlight the long-term advantages of increased brand visibility, improved fan experience, and effective technology integration.

The impact of naming rights deals isn’t limited to sports. Spotify acquired the naming rights to FC Barcelona’s Camp Nou stadium for $310 million, showing the growing importance of music festival collaborations. This highlights the potential for brands to engage with fans across various segments.

Sponsorship Deal Value Duration
Crypto.com Arena (formerly Staples Center) $700 million 20 years
SoFi Stadium $625 million 20 years
Intuit Dome $500 million 23 years
Camp Nou (FC Barcelona) $310 million N/A

Naming rights deals not only provide substantial funding for businesses but also offer a platform for brands to demonstrate their commitment to innovation, technology, and enhancing the fan experience. As the sports and entertainment sectors evolve, the strategic application of sponsorship marketing will continue to be vital for a brand’s growth and visibility.

PepsiCo’s Masterful Super Bowl Sponsorship

PepsiCo’s dedication to the Super Bowl is truly commendable. With a sponsorship spend of about $370 million, the brand has dominated the biggest sports stage. This has solidified its position as a top player in sponsorship marketing.

The brand’s highlight has been its long-term sponsorship of the Super Bowl halftime show. This partnership has helped the NFL expand the halftime event. It also lets PepsiCo promote its products to a huge audience, often more than the game itself. By working on recurring events, PepsiCo has strengthened its connections with consumers and event organizers. This has led to repeated success in sponsorship.

This year, PepsiCo is increasing its Super Bowl marketing, with in-game commercials after a three-year hiatus. The brand is also refreshing its Pepsi Zero Sugar campaign, offering up to 10 million cans and bottles through an SMS promotion. Furthermore, PepsiCo has partnered with DoorDash and UberEats to boost its presence on game day.

Even as the NFL’s Super Bowl Halftime Show sponsorship moves to Apple Music, PepsiCo remains a key partner. It has renewed a large agreement that includes brands like Gatorade, Quaker, and Frito-Lay’s Tostitos. This shows the brand’s deep commitment to the sport and its skill in creating strong brand-event connections.

PepsiCo’s consistent support for the Super Bowl highlights its marketing strength and deep knowledge of sponsorship power. By linking its brand with the biggest sports event, PepsiCo has not only reached a wide audience. It has also cemented its status as a leading force in sponsorship marketing.

Just Eat’s Imaginative X Factor Sponsorship

Just Eat has elevated TV sponsorship with its partnership in 2017 with The X Factor. This deal went beyond traditional ads by introducing the ‘Chef Factor.’ It was a nationwide search for talented chefs to star in their commercials.

The campaign, crafted by McCann London, features these chefs in a fun, engaging manner. The spots will run during Celebrity X Factor on ITV from October 12th to November 30th, and X Factor All Stars from December 9th to 15th. They come in 5″, 10″, and 15″ formats.

This partnership aligns perfectly with Just Eat’s brand and audience. It celebrates the joy of families and friends enjoying a night in with a delicious takeaway. This aligns with Just Eat’s aim to highlight their service through The X Factor.

The campaign is Just Eat’s biggest, costing around £30 million. It covers TV, radio, digital, outdoor, PR, social media, and in-store promotions. The aim is to boost brand awareness and encourage more customers to use their app or website.

Just Eat’s partnership with The X Factor showcases how brands can creatively engage their audience through TV. By targeting 16- to 34-year-olds, Just Eat is moving consumers from awareness to consideration.

Emirates’ Mega Arsenal Sponsorship Deal

As a passionate football fan, I’ve always been intrigued by the power of sports sponsorships. The deal between Emirates and Arsenal Football Club is a standout. It’s not just about branding on shirts or stadium names. It’s a prime example of how a global brand can tap into the influence of a beloved sports team.

Emirates and Arsenal first partnered in 2004, with Emirates securing the naming rights for the club’s modern stadium. This move was strategic, boosting the airline’s brand and showing its dedication to the sport and community. Over time, the partnership has strengthened, with Emirates extending the naming rights until 2028.

The shirt sponsorship with Arsenal is the deal’s highlight. Emirates became the club’s shirt sponsor in 2006 and has remained so ever since. Recently, they extended this deal until the 2023-2024 season. This £200 million agreement is Arsenal’s largest and longest sponsorship, securing Emirates as a key supporter of the club.

This partnership has opened up numerous marketing opportunities for Emirates. The airline now works with Arsenal on global campaigns, leveraging the team’s worldwide appeal and brand. Activities include pre-season tours on Emirates planes and the Arsenal Soccer School in Dubai, reaching fans globally.

In the realm of sports sponsorships, the Emirates-Arsenal deal is a prime example of successful brand partnerships. By partnering with Arsenal, Emirates has gained unmatched brand exposure and a strong bond with football fans worldwide. This partnership highlights the potential of sponsorship marketing with vision and creativity.

Sainsbury’s Bake Off Sponsorship: A Quintessential British Partnership

In 2022, Sainsbury’s, a leading British grocery retailer, partnered with Channel 4’s hit show, The Great British Bake Off. This union of two British icons was a perfect match, combining the show’s vast audience with Sainsbury’s brand identity.

The partnership focused on a series of engaging ads by Wieden+Kennedy London. These ads introduced cake-based games, fitting perfectly with The Great British Bake Off’s atmosphere. Stephen Fry’s iconic voice added to the ads’ allure, enhancing their appeal.

This sponsorship covered all Bake Off shows, including the main series, Bake Off: The Professionals, Bake Off: An Extra Slice, and Junior Bake Off. Such a broad coverage maximized Sainsbury’s exposure and audience interaction.

Quality and interactivity were central to the sponsorship. Ben Cullen, a skilled cake artist, created five to six cakes for each ad, reflecting his commitment to excellence. As the campaign progresses, Wieden+Kennedy aims to add more cakes, enriching the viewer experience.

The Sainsbury’s Bake Off sponsorship exemplifies how brands can benefit from iconic TV shows. It boosts audience engagement, brand connection, and sales. By partnering with a show cherished by British viewers, Sainsbury’s has solidified its role in British culinary culture.

Cristiano Ronaldo’s Billion-Dollar Nike Lifetime Deal

Cristiano Ronaldo, a global football icon, has solidified his position as one of the most valuable athletes globally. He made a strategic move by signing a lifetime endorsement deal with Nike worth a billion dollars. This deal cements Ronaldo as the top-paid Nike athlete, highlighting his immense influence, social media presence, and brand exposure.

Ronaldo’s partnership with Nike began in 2003, leading up to the 2016 lifetime deal. By then, he had already gone through over 60 pairs of Nike football studs. His social media activity was remarkable, posting 1,703 times and generating 2.25 billion interactions. Of these, 347 posts mentioned Nike or displayed the Swoosh logo. This effort created $474 million in media value for Nike in 2016, making the $1 billion deal a smart investment.

Ronaldo’s social media influence has been a goldmine for Nike, proving his status as a top influencer. His ability to engage global audiences and boost brand exposure makes his partnership with Nike a prime example of the value in sports sponsorship deals. This deal showcases how top athletes can significantly benefit their brand partners.

Conclusion

Exploring sponsorship marketing has shown its true power. It can significantly boost brand awareness and sales with the right approach. From sports arena deals to music festivals and charity events, the impact of strategic partnerships is clear.

This marketing strategy enhances the fan experience, creates memorable brand moments, and fosters real connections through giving. It elevates a brand, making a lasting impact in a crowded market. By choosing the right partners and using influencers effectively, brands can expand their reach and engagement. This turns their marketing into a game-changer.

As I conclude this exploration, I deeply value the potential of sponsorship marketing. It goes beyond traditional ads, allowing brands to build genuine relationships, offer deep experiences, and secure a strong emotional connection with their audience. The future of marketing is all about forming strategic alliances. Those who master this approach will see their brand visibility, customer loyalty, and profits soar.

FAQ

What are the key benefits of sponsorship marketing?

Sponsorship marketing boosts visibility, sales, and brand loyalty. It aligns brands with the right partners, enhancing the fan experience. This approach creates unforgettable brand experiences and builds genuine connections through philanthropy.

Can you provide examples of successful sports arena sponsorship deals?

A leading tech company partnered with a world-famous basketball arena. This alliance infused the venue with cutting-edge technology. It improved the fan experience and solidified the tech company’s leadership, boosting engagements and brand reputation.

How can music festival collaborations benefit brands?

Music festival collaborations create a lasting impact beyond the event. A beverage company’s partnership with a renowned festival blended sensory branding with experiential marketing. This strategy increased visibility through social media and aligned the brand with the music industry’s dynamic energy.

What are the advantages of charity event sponsorship?

Associating with philanthropic causes builds trust and loyalty. A technology company partnered with a global health charity for a 24-hour fundraiser. This campaign leveraged social media, unlocking consumer trust and loyalty beyond traditional marketing.

How can influencer partnerships benefit brands?

Influencer partnerships amplify a brand’s visibility and credibility. A beauty brand collaborated with beauty vloggers and influencers. This strategy showcased new skincare products, achieving viral content and exponential reach without large advertising budgets.

Can you provide an example of a successful naming rights deal?

A tech company partnered with a famous basketball arena, doing more than just putting their name on it. They enhanced the venue with cutting-edge technology. This improved the fan experience and reinforced the tech company’s leadership, leading to increased engagements.

What is an example of a successful Super Bowl sponsorship?

PepsiCo’s Super Bowl sponsorship is a prime example of successful marketing. With a 0 million investment, PepsiCo promoted its products widely. It built strong consumer and event organizer links through its Super Bowl half-time show sponsorship.

Can you share an example of a creative TV sponsorship?

Just Eat’s The X Factor sponsorship was innovative. They launched the ‘Chef Factor’ to find chefs for their idents. The brand offered exclusive content and ticket giveaways, adding its unique personality to the show.

What is an example of a massive sports sponsorship deal?

Emirates’ deal with Arsenal is notable for its size. The airline became Arsenal’s shirt sponsor in 2004, extending the deal to 2024 for £200 million. This partnership highlights the financial commitment in sports sponsorships.

Can you provide an example of a successful brand-TV show partnership?

Sainsbury’s partnered with Channel 4’s The Great British Bake Off in 2022. This partnership, between two British icons, centered on cake-based guessing games. It complemented the show’s mood, enhancing branding.

What is an example of a lucrative athlete endorsement deal?

Cristiano Ronaldo is set to become Nike’s richest athlete with a lifetime deal worth up to What are the key benefits of sponsorship marketing?Sponsorship marketing boosts visibility, sales, and brand loyalty. It aligns brands with the right partners, enhancing the fan experience. This approach creates unforgettable brand experiences and builds genuine connections through philanthropy.Can you provide examples of successful sports arena sponsorship deals?A leading tech company partnered with a world-famous basketball arena. This alliance infused the venue with cutting-edge technology. It improved the fan experience and solidified the tech company’s leadership, boosting engagements and brand reputation.How can music festival collaborations benefit brands?Music festival collaborations create a lasting impact beyond the event. A beverage company’s partnership with a renowned festival blended sensory branding with experiential marketing. This strategy increased visibility through social media and aligned the brand with the music industry’s dynamic energy.What are the advantages of charity event sponsorship?Associating with philanthropic causes builds trust and loyalty. A technology company partnered with a global health charity for a 24-hour fundraiser. This campaign leveraged social media, unlocking consumer trust and loyalty beyond traditional marketing.How can influencer partnerships benefit brands?Influencer partnerships amplify a brand’s visibility and credibility. A beauty brand collaborated with beauty vloggers and influencers. This strategy showcased new skincare products, achieving viral content and exponential reach without large advertising budgets.Can you provide an example of a successful naming rights deal?A tech company partnered with a famous basketball arena, doing more than just putting their name on it. They enhanced the venue with cutting-edge technology. This improved the fan experience and reinforced the tech company’s leadership, leading to increased engagements.What is an example of a successful Super Bowl sponsorship?PepsiCo’s Super Bowl sponsorship is a prime example of successful marketing. With a 0 million investment, PepsiCo promoted its products widely. It built strong consumer and event organizer links through its Super Bowl half-time show sponsorship.Can you share an example of a creative TV sponsorship?Just Eat’s The X Factor sponsorship was innovative. They launched the ‘Chef Factor’ to find chefs for their idents. The brand offered exclusive content and ticket giveaways, adding its unique personality to the show.What is an example of a massive sports sponsorship deal?Emirates’ deal with Arsenal is notable for its size. The airline became Arsenal’s shirt sponsor in 2004, extending the deal to 2024 for £200 million. This partnership highlights the financial commitment in sports sponsorships.Can you provide an example of a successful brand-TV show partnership?Sainsbury’s partnered with Channel 4’s The Great British Bake Off in 2022. This partnership, between two British icons, centered on cake-based guessing games. It complemented the show’s mood, enhancing branding.What is an example of a lucrative athlete endorsement deal?Cristiano Ronaldo is set to become Nike’s richest athlete with a lifetime deal worth up to

FAQ

What are the key benefits of sponsorship marketing?

Sponsorship marketing boosts visibility, sales, and brand loyalty. It aligns brands with the right partners, enhancing the fan experience. This approach creates unforgettable brand experiences and builds genuine connections through philanthropy.

Can you provide examples of successful sports arena sponsorship deals?

A leading tech company partnered with a world-famous basketball arena. This alliance infused the venue with cutting-edge technology. It improved the fan experience and solidified the tech company’s leadership, boosting engagements and brand reputation.

How can music festival collaborations benefit brands?

Music festival collaborations create a lasting impact beyond the event. A beverage company’s partnership with a renowned festival blended sensory branding with experiential marketing. This strategy increased visibility through social media and aligned the brand with the music industry’s dynamic energy.

What are the advantages of charity event sponsorship?

Associating with philanthropic causes builds trust and loyalty. A technology company partnered with a global health charity for a 24-hour fundraiser. This campaign leveraged social media, unlocking consumer trust and loyalty beyond traditional marketing.

How can influencer partnerships benefit brands?

Influencer partnerships amplify a brand’s visibility and credibility. A beauty brand collaborated with beauty vloggers and influencers. This strategy showcased new skincare products, achieving viral content and exponential reach without large advertising budgets.

Can you provide an example of a successful naming rights deal?

A tech company partnered with a famous basketball arena, doing more than just putting their name on it. They enhanced the venue with cutting-edge technology. This improved the fan experience and reinforced the tech company’s leadership, leading to increased engagements.

What is an example of a successful Super Bowl sponsorship?

PepsiCo’s Super Bowl sponsorship is a prime example of successful marketing. With a 0 million investment, PepsiCo promoted its products widely. It built strong consumer and event organizer links through its Super Bowl half-time show sponsorship.

Can you share an example of a creative TV sponsorship?

Just Eat’s The X Factor sponsorship was innovative. They launched the ‘Chef Factor’ to find chefs for their idents. The brand offered exclusive content and ticket giveaways, adding its unique personality to the show.

What is an example of a massive sports sponsorship deal?

Emirates’ deal with Arsenal is notable for its size. The airline became Arsenal’s shirt sponsor in 2004, extending the deal to 2024 for £200 million. This partnership highlights the financial commitment in sports sponsorships.

Can you provide an example of a successful brand-TV show partnership?

Sainsbury’s partnered with Channel 4’s The Great British Bake Off in 2022. This partnership, between two British icons, centered on cake-based guessing games. It complemented the show’s mood, enhancing branding.

What is an example of a lucrative athlete endorsement deal?

Cristiano Ronaldo is set to become Nike’s richest athlete with a lifetime deal worth up to

FAQ

What are the key benefits of sponsorship marketing?

Sponsorship marketing boosts visibility, sales, and brand loyalty. It aligns brands with the right partners, enhancing the fan experience. This approach creates unforgettable brand experiences and builds genuine connections through philanthropy.

Can you provide examples of successful sports arena sponsorship deals?

A leading tech company partnered with a world-famous basketball arena. This alliance infused the venue with cutting-edge technology. It improved the fan experience and solidified the tech company’s leadership, boosting engagements and brand reputation.

How can music festival collaborations benefit brands?

Music festival collaborations create a lasting impact beyond the event. A beverage company’s partnership with a renowned festival blended sensory branding with experiential marketing. This strategy increased visibility through social media and aligned the brand with the music industry’s dynamic energy.

What are the advantages of charity event sponsorship?

Associating with philanthropic causes builds trust and loyalty. A technology company partnered with a global health charity for a 24-hour fundraiser. This campaign leveraged social media, unlocking consumer trust and loyalty beyond traditional marketing.

How can influencer partnerships benefit brands?

Influencer partnerships amplify a brand’s visibility and credibility. A beauty brand collaborated with beauty vloggers and influencers. This strategy showcased new skincare products, achieving viral content and exponential reach without large advertising budgets.

Can you provide an example of a successful naming rights deal?

A tech company partnered with a famous basketball arena, doing more than just putting their name on it. They enhanced the venue with cutting-edge technology. This improved the fan experience and reinforced the tech company’s leadership, leading to increased engagements.

What is an example of a successful Super Bowl sponsorship?

PepsiCo’s Super Bowl sponsorship is a prime example of successful marketing. With a $370 million investment, PepsiCo promoted its products widely. It built strong consumer and event organizer links through its Super Bowl half-time show sponsorship.

Can you share an example of a creative TV sponsorship?

Just Eat’s The X Factor sponsorship was innovative. They launched the ‘Chef Factor’ to find chefs for their idents. The brand offered exclusive content and ticket giveaways, adding its unique personality to the show.

What is an example of a massive sports sponsorship deal?

Emirates’ deal with Arsenal is notable for its size. The airline became Arsenal’s shirt sponsor in 2004, extending the deal to 2024 for £200 million. This partnership highlights the financial commitment in sports sponsorships.

Can you provide an example of a successful brand-TV show partnership?

Sainsbury’s partnered with Channel 4’s The Great British Bake Off in 2022. This partnership, between two British icons, centered on cake-based guessing games. It complemented the show’s mood, enhancing branding.

What is an example of a lucrative athlete endorsement deal?

Cristiano Ronaldo is set to become Nike’s richest athlete with a lifetime deal worth up to $1 billion. His social media activity generated $474 million in media value for Nike before the deal. This deal is a strategic investment for the brand.

billion. His social media activity generated 4 million in media value for Nike before the deal. This deal is a strategic investment for the brand.

billion. His social media activity generated 4 million in media value for Nike before the deal. This deal is a strategic investment for the brand. billion. His social media activity generated 4 million in media value for Nike before the deal. This deal is a strategic investment for the brand.