Nike is outfitting Olympic athletes in recycled shoe parts; the XFL has a successful kickoff weekend; and a temporary Paralympic Games museum is opening in Tokyo in time for the Olympic games. For these stories and more, check out our weekly Global Sports Update:
- At the 2020 Tokyo Olympics, Nike will be dressing athletes in uniforms and sneakers made from recycled polyester and ground-up shoe parts. This eco-friendly design is seeking to reach younger and more eco-conscious consumers. In tandem with the Olympics, Nike is launching a “Move to Zero” collection for consumers, where all the items use almost entirely recycled content, such as recycled polyester, or organic cotton that uses less water and fewer chemicals to manufacture.
- The Women’s Tennis Association (WTA) has appointed the global marketing agency CSM Sport & Entertainment (CSM) as its new sponsorship sales agency. CSM will help the WTA to identify, secure and develop the WTA’s commercial agreements. The WTA tour claims a global audience of 700 million and involves 53 tournaments in 28 countries.
- The XFL’s kickoff game between the D.C. Defenders and Seattle Dragons averaged 3.3 million viewers. Two cities without XFL franchises, Cleveland and Cincinnati, produced the highest ratings. The XFL’s biggest challenge will be to sustain viewership, which was a downfall for the original XFL launched in 2001.
- Austin FC has announced their new shirt sponsor; Yeti. The Austin-based ice chest and tumbler maker will place their brand name across the chest of Austin FC jerseys when the club begins play next year.
- Korea’s K-League and the Korean Football Association were unsuccess in selling their pooled media rights. Because of the lack of bids, the deadline has been extended into 2020.
- NASCAR is launching an official free-to-play mobile game with a jackpot to better engage with fans. They have partnered with Penn National Gaming to develop the app which rewards users who predict the winner and highest finishers among six groupings of six drivers. The launch is set to take place ahead of the Daytona 500, which takes place on February 16th.
- The International Olympic Committee (IOC) will open a temporary Paralympic Museum in Tokyo this August and September. Exhibits will highlight the history and growth of the Paralympics over its 60 plus years of existence. It is being run in partnership with real estate firm Mitsui Fudosan and will be located in Nihonbashi.