WWD reports that DKNY has just signed a long-term and multi-dimensional sponsorship deal with the reigning World Champions of baseball. Mark Weber, chairman and CEO of DKNY, Inc. as well as parent company LVMH, told WWD:
“Donna Karan created DKNY to capture the spirit of New York and the people who live here, including the most successful baseball team in history: the Yankees. This unique sponsorship gives DKNY a direct way to reach the consumer and also provides enormous visibility among the loyal, passionate audience — the millions of fans who visit Yankee Stadium each year, and the many millions more who watch Yankees games on television.”
DKNY is the first fashion sponsor to have a permanent presence in Yankee Stadium and it seems like a savvy move to us. As WWD notes, the stadium hosts 81 games a year, with 55,000 people attending each one — and that’s not including television viewers which regularly tally upwards of 1 million.
The article touches on a few facets of the deal — like DKNY’s sponsorship of the Dugout Lounge and the potential for community-focused charity programs — but we can’t help but wonder if this means the Yankees will be looking dapper in DKNY at all their public events. Considering the target audience, we suspect that Derek Jeter in a DKNY suit would send men (and their girlfriends right behind them) running to the stores.
Or maybe we’re just putting too much stock in this sports stuff.