Nike Red Sponsors Brazil World Tour Game
Nike has struck an all-encompassing sponsorship package for the latest leg of the Brazil football team’s World Tour, when the team plays the Republic of Ireland at the Emirates Stadium, from which it will heavily promote its tie-up with charitable initiative Red.
Specialist football rights agency Kentaro has brokered the deal for Nike Red to have broadcast sponsorship of the game on both ITV1 and RTE in Ireland, as well as having a majority of the LED inventory and a range of other rights, including the use of a red ball and red goal nets.
The Nike Red campaign is in collaboration with the Red charity which sees the global sports brand sell special red laces under the banner ‘Lace Up. Save Lives’.
The Nike Red initiative, launched by Chelsea striker Didier Drogba and U2 frontman and Red founder Bono late last year, is in partnership with the Global Fund to Fight AIDS, Tuberculosis and Malaria which is designed to coincide with the 2010 World Cup in South Africa.
The proceeds of the sales of the Nike red laces will be split equally between the Global Fund and soccer-based community programmes aimed at educating people about AIDS.
The friendly match takes place on 2nd March and will be broadcast live on ITV1 and in over 100 countries worldwide.
