Finance guru Kieran Maguire has predicted Tottenham may have a private deal with Nike and tennis star Emma Raducanu to expand the sports brand’s exposure away from football.
Spurs linked up with Nike as their kit supplier ahead of the 2017-18 campaign and signed a 15-year extension until 2033 worth up to £30 million per season just one year later (The Sun).
The deal, which is one of the longest club contracts in the brand’s history, will net the North London side a total of £450 million in that time alongside exposure across the world.
Tottenham’s reach recently spanned across sports after tennis sensation Raducanu – also signed with Nike – was pictured donning the club’s current home jersey during an open practice session in Stuttgart this week (Mirror).
And Maguire feels the Spurs shirt appearance with the 19-year-old, who triumphed in last year’s US Open Grand Slam, was planned by Nike from a commercial point of view.
He told Football Insider: “It makes good commercial sense for all parties. We’ve seen Nike use their other roster of famous sportspeople and musicians for things like this.
“Their aim is to broaden the potential purchase base away from football fans into the athleisure wear industry. Emma Raducanu ticks all these boxes, so I wouldn’t be surprised if that is what has gone on here.”
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It would not be surprising at all if this was the case, as Raducanu has quickly emerged as a very marketable athlete in recent months.
From a marketing viewpoint, the footage definitely caught plenty of people’s attention this week as it became a big talking point. It isn’t the first time Nike athletes across sports have done something similar to this, though.
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