Nike Turns to Twitter to Maximize Sponsorship of Golfer Rory McIlroy
Sports giant Nike had a valuable club in its bag while brainstorming ways to capitalize on its 10-year, £150 million-plus ($220 million-plus) contract with golfer Rory McIlroy: Twitter.
Sports giant Nike had a valuable club in its bag while brainstorming ways to capitalize on its 10-year, £150 million-plus ($220 million-plus) contract with golfer Rory McIlroy: Twitter.
Cassie Hayes, a marketing executive at Twitter analytics platform SocialBro, examined Nike’s use of Twitter as part of its sponsorship of McIlroy, noting that the company began to emphasize digital in 2010, slashing its U.S. television and print budget by 40 percent that year and diverting those funds toward digital.
According
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