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Nike has secured a four-year deal with The International Hockey Federation (IHF), the world’s governing body for the sport, in its bid to become a staple in the sport.
As part of the deal, Nike is poised to sponsor equipment to FIH’s officials and umpires. The Oregon based brand famed for its swooshes will also partner FIH to boost youth engagement and play an influential role in promoting women’s hockey around the world.
Following the announcement, Tayyab Ikram, President, FIH, stated, “The brand’s global scale, presence, and reputation propels hockey into a dimension that certainly allows us to look to the future with even more optimism.”
“Nike’s commitment to young people and women in particular is perfectly in line with the FIH’s values of gender equality, diversity, and inclusion. I am convinced that the signing of this partnership marks the beginning of a long-lasting, fruitful, and mutually beneficial collaboration.”
According to ASN data, hockey has averaged a quarterly investment of slightly above US$1.4m since Q121 across the Asian sponsorship market, with India (78.1%) and Malaysia (15.8%) dominating the lion’s share of the spends. Spends for Q124 is forecasted to hit almost US$1.3m, however, with Nike’s latest play in hockey, we might just see a larger investment in the grassroots development of the sport.