Nike Cements Top Spot In Global Track and Field Sponsorship Race; Continues Backing Team China

American sportswear giant Nike and the Chinese Athletics Association (CAA) have agreed a long-term partnership extension through to 2033.

The brand and China’s athletics governing body first teamed up in 2013, penning a deal that was set to run from 2014 to 2021. The fresh agreement will last from 2022 to 2033, covering all the Olympic Games during that period.

Nike will continue to supply training equipment for all of the CAA’s national team athletes and plans to introduce a series of initiatives to promote the development of athletics in China. These include Nike-run training camps featuring high-profile coaches from other nations, overseas training bases, and helping to facilitate new conversations between the CAA and other athletics associations.

 “This partnership with Nike will hopefully allow both parties to capitalise on our synergies and strengths, as part of the opening up of the Chinese sportswear market,” said Cai Yong, vice-chairman of the CAA.

“We look forward to working with Nike to increase interest in track and field, as part of our national goals to build a strong sports economy and physically active citizenry.”

Craig Mossback, Nike’s vice-president for sports marketing in China and Japan, and global business affairs, added, “Nike is committed to promoting the development of Chinese track and field and its athletes for many years, and this renewed contract once again shows our confidence in the future of the sport in China.”

Within the Asian athletics sponsorship market worth over US$116.7m since Q217, Nike has invested over US$20.5m during this period and leads the sports apparel category with a 17.6% market share. The bulk of these spends (96.8%) are in China, buttressed by its almost US$6m deal with the Chinese national athletics team.

The extension also cements Nike’s global position as the biggest brand to back some of the strongest Olympic nations in the world of track and field, including long-term partnerships with USA Track and Field (USATF) worth US$500m until 2040 and a kit deal in place with British Athletics until 2030.