As New NFL Partner, Oakley Has Its Sights On Players, Consumers, Marketing
Tuesday, August 27, 2019 at 02:57PM in NFL, NFL, Oakley, Patrick Mahomes, sports marketing

NYSJ Sports-Entertainment Business News Service

August 27, 2019:
Calling it the “biggest sports deal in the brand's history,” Oakley eyewear has signed a four-year deal to become an official on-field partner and licensee of the NFL.

The partnership  will see Oakley shields and eyewear Powered by Prizm Lens Technology available for all 32 teams.

In addition, officially licensed NFL eyewear will be available at retail.

Multi-media marketing will support, with an into spot, “See the Game Differently. See it in Prizm Oakley x NFL,” anchored by Team Oakley athletes including  Patrick Mahomes II (Kansas City Chiefs), JuJu Smith-Schuster (Pittsburgh Steelers) and Derwin James Jr. (Los Angeles Chargers).

Oakley is also an official partner of the Chiefs, Chargers and now the New York Giants via a new deal.

Financial terms of the pact were not shared.

"The Oakley brand started in stadiums and now we will continue our brand journey inside the biggest and most relevant stadiums in North America: football stadiums," Benjamin Goss, Oakley's global marketing director, said via the brand.

”We are thrilled to partner with the National Football League and its players to push the boundaries of performance and help them see the game differently through Prizm."

As part of the partnership, Oakley said that for the first time in NFL history, all players will have the option of wearing Prizm Clear shields during games.

Prizm Clear has a “slight color tint engineered to help optimize detail recognition in the football environment.”

According to Renie Anderson, chief revenue officer and evp-NFL partnerships. “We see Oakley as an ideal partner because we're united by the same goal: supporting some of the world's best athletes in their quest for elite performance.

“Our game is faster and precision is more fundamental than ever, and Oakley provides the technologically-advanced gear that players, coaches and personnel need for peak performance."

In addition to the lead spot, marketing includes digital, social media, OOH, POP and fan activation.

Consumers and NFL fans can now represent their favorite team with a special-edition NFL eyewear collection from Oakley, available for all 32 teams in two men's styles: Holbrook and Flak 2.0 XL; and seven teams in a women's style, Low Key.

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