As the university’s athletic contract with Nike nears its end in August 2020, the department of athletics is weighing a shift in sponsorship with a final decision to come in the next two weeks.
“The department of athletics has many loyal corporate and individual sponsors, including Nike and its partner BSN Sports,” said Jill Bodensteiner J.D., director of athletics. “The current agreement with Nike and BSN is nearing the end of its term, and so the Department of Athletics is conducting its due diligence with respect to the future of our footwear and apparel partner.”
This summer, representatives from three companies, Nike, Adidas and Under Armour, arrived at St. Joe’s to present bids to the university outlining why they should be the Hawks’ next sponsor, Bodensteiner said. They followed up a week later with official proposals.
“All three major companies bid, which was awesome because that is not always the case, even with football schools,” Bodensteiner said.
The meetings involved 2.5-hour presentations from representatives explaining why St. Joe’s should choose them for their athletic sponsorship. They also participated in a Q&A with Bodensteiner, her executive team, and coaches. Bodensteiner shared with The Hawk a document that explains the eight criteria the university is looking for in a new sponsor: customer service, performance and quality, image, partnership, brand, financial, scope and fair labor.
Bodensteiner said she will make the final decision alongside University President Mark C. Reed, Ed.D.
John Lord, Ph.D., professor emeritus of sports marketing, said the area of college sponsorships has “grown dramatically” in the last 20 to 25 years, “like every other aspect of sports marketing.”
“Everything is just so much bigger,” Lord said. “The money is bigger.”
For the colleges, the benefits of sponsorship can be wide-ranging. Along with getting apparel, equipment and gear for their college athletic programs, Lord said the sponsorship also supports the performance of the players and coaches.
“But there’s also you’re wearing the colors, you’re wearing the brand marks, you’re wearing the names and that’s a key part of marketing the institution, extending your brand,” Lord said. “You’re engaging your fans, connecting with them. You’re establishing a strong image.”
Chris Rini ’21, co-president of the sports marketing club at St. Joe’s, said being part of that brand comes with rules for athletes.
“Student athletes will have to be more careful about what brands they wear and purchase not only at SJU but in general,” Rini said.
Some student-athletes are hesitant about possibly no longer sporting the Nike swoosh on their uniforms. It would be hard for junior Maggie Moyer, a long sprinter for the women’s track & field team, to switch from Nike.
“I’m pretty biased for Nike for running gear, especially for running shoes,” Moyer said.
Senior Kyle Smith, a pitcher for the baseball team, also prefers Nike apparel and equipment, but said he would be willing to switch brands if it meant more perks for the team.
“If we have more money, we could take advantages such as traveling to tournaments we were not able to during past seasons,” Smith said.
