SIGA - fashion & sport

Delivered March 29th, 2019. Contributors: Justin B., ChristianN, Brian G. and

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Betting Watchdog Groups: Developments

 Sports Wagering Integrity Monitoring Association (SWIMA), the only sports betting watchdog group in the United States was launched on November 28, 2018, and became operational around February/March 2019 (90 days after its founding). Due to the lack of newsworthy developments related to SWIMA, we have provided ten developments related to sports betting in the United States over the years. Please note that the most newsworthy sports betting developments occurred in 2018 in response to the Supreme Court striking down a federal law that banned sports betting.
Supreme Court Struck Down Federal Law That Banned Sports Betting 
On May 15, 2018, the Supreme Court struck down a federal law that banned sports betting in almost every State in the country. The ruling paved the way for legalized sports betting across the United States. The case was originally brought by New Jersey to boost its casinos based on Nevada’s sports betting businesses. 
Delaware Became Second State To Launch Legalized Sports Betting Operations
On June 5, 2018, Delaware became the first state after Nevada to launch full-scale sports betting operations. The first wagers were placed at casinos such as Delaware Park, Dover Downs Hotel & Casino, and Harrington Raceway & Casino. Delaware had previously planned to offer sports betting in 2009 but was prevented from doing so due to the Professional and Amateur Sports Protection Act.
New Jersey Became Third State To Launch Legalized Sports Betting Operations
On June 14, 2018, New Jersey Governor Phil Murphy placed a wager at the Monmouth Park Sports Book by William Hill to mark the start of New Jersey becoming the third state to launch full-scale sports betting operations. The cost of building the sports betting parlor was $2 million. In 2011, New Jerseyans voted to legalize sports betting to boost the state’s ailing gambling hub Atlantic City.
National Basketball Association Formed Sports Betting Partnership With MGM Resorts
On August 1, 2018, the National Basketball Association (NBA) announced that it had formed a partnership with MGM Resorts that made the casino operator the league’s first-ever sports gambling partner. The three-year deal is reportedly worth $25 million. As part of the partnership, MGM will be allowed to use the official logos and trademarks of NBA and WNBA, and access NBA data streams to create in-game betting products in states where sports betting has been legalized.
Mississippi Became Fourth State To Launch Legalized Sports Betting Operations
On August 8, 2018, Mississippi became the fourth state to launch full-scale sports betting operations. It also became the first state outside of Nevada to allow bets on in-state college sports teams. Caesars Entertainment has been identified as one of the casinos in Mississippi to offer sports betting.
West Virginia Became Fifth State To Launch Legalized Sports Betting Operations
On September 1, 2018, Hollywood Casino at Charles Town started offering legal sports betting, making West Virginia the fifth state to launch legalized sports betting operations. According to the American Gaming Association, sports betting operations will help West Virginia earn $16 million in tax revenue and create 595 jobs. It is believed that West Virginia will attract punters from neighboring states until they start to legalize sports betting.
New Mexico Became Sixth State To Launch Legalized Sports Betting Operations
On October 16, 2018, Santa Ana Star Casino & Hotel started offering legal sports betting, making New Mexico the sixth state to launch legalized sports betting operations. The casino has partnered with USBookmaking to open sports books that allowed gamblers to bet on major and minor leagues, NASCAR, and college sports. According to Representative Moe Maestas, sports betting operations may help to boost tourism.
National Hockey League Formed Sports Betting Partnership With MGM Resorts
On October 29, 2018, the National Hockey League (NHL) became the second major professional sports league to form a partnership with MGM Resorts. The value of the multi-year agreement has not been disclosed. As part of the partnership, MGM will have access to proprietary NHL data that will allow the company to customize betting game details.
Pennsylvania Became Seventh State To Launch Legalized Sports Betting Operations
On November 15, 2018, the Hollywood Casino at Penn National Race Course started accepting sports bets, making Pennsylvania the seventh state to launch legalized sports betting operations. The operations will be run by William Hill USA during the test period. As of November 2018, six casinos in Pennsylvania has been approved or applied to offer sports betting.
Rhode Island Became Eight State To Launch Legalized Sports Betting Operations
On November 27, 2018, the Twin River Casino at Lincoln started accepting sports bets, making Rhode Island the eight state to launch legalized sports betting operations and the first in New England. As of November 2018, only Twin River’s casinos at Lincoln and Tiverton have been approved to run sports betting operations. The revenue gained will be split between the government (51%), vendor (32%), and casino (17%).

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Sports Fashion Brands: Positive Change

Sports fashion brands Puma, Adidas, Under Armour, and Speedo in the last three years have paired with Right and Play, Save the Children, Team Rubicon and SWIM Cambodia to cause change in several areas. Their partnership has been focused on creating positive change in education, poverty, violence, the provision of homes and safety. Each partnership has achieved success ranging from increased sporting knowledge, improved livelihoods, or persons left in a better state after Hurricane Harvey.

PUMA and Right to Play
Sporting brand giant PUMA is seen to have partnered with humanitarians Right to Play in an effort to target their programs in countries such as Germany. [1] Right to Play, a brand founded in 2000, provides children in need with tools of empowerment, education and protection. Using sports and play to aid impoverished children in 20 countries, it is their hope to push sporting activities amongst children and young adults who are struggling to include refugees. 

Since their 2017 partnership PUMA has aided Right to Play in their goal of improving the lives of children affected by disease, poverty or violence and has since promoted in house donations, fundraising and volunteering for the Right to Play initiative. By April 2017 PUMA donated 9000 footballs in countries such as Thailand, Ghana and Pakistan. This was done in support of Right to Play furthering the humanitarians’ efforts of using sports as a positive aid in the lives of children. Not only providing donations, PUMA lends expertise to the Right to Play directive in pushing education through sports and play. Hosting engagement days with Right to Play staff members, in an attempt to share sporting knowledge, PUMA experts also gained information on how to use play as an educational tool.

Adidas and Save the Children
Since 2008, sporting brand Adidas has been partnered with Save the Children, an organization geared towards improving the livelihood of children in about 120 countries. Over the years both organizations have established a lasting philanthropic relationship with donations from Adidas being geared towards vaccines, child welfare, natural disaster aid and much more.

In recent years, the “Save the Children Academy”, was co-founded by both organizations in 2016 with a test project geared towards targeting psychological aid for refugee children enrolled in German schools and included the training of local caregivers in the management of behavioral disorders. This program was established in a hope to target all the difficulties that a refugee child might experience due to their exposure to “war and flight” and was seen to benefit approximately 3,500 children.

In 2017 with the Bangladesh and Myanmar refugee crisis, Adidas was seen to again honor its partnership with Save the Children, supporting the relief efforts for the almost 700,000 refugees escaping the up stir of violence in Myanmar. With the help of Adidas Save the Children was able to increase efforts geared towards food, security, shelter and overall well-being of the affected persons.

Under Armour and Team Rubicon
In 2017, following the devastation of Hurricane Harvey, sportswear brand Under Armour formed a partnership with Team Rubicon. Founded in 2010, Team Rubicon is a first respondent organization, deploying veterans into emergency response situations as a therapeutic method of civilian integration. In addition to donations of $50,000 towards Team Rubicon’s hurricane Harvey relief efforts, Under Armour launched a social media campaign entitled “WeWill” in an attempt to garner more awareness to the destruction caused by hurricane Harvey and the help that was needed. With goals of rebuilding homes, providing safety and allowing children to return to school, sports and play, Under Armour was able to help Team Rubicon in its efforts to counter the severe effects of hurricane Harvey.

Speedo and SWIM Cambodia
Swimwear expert Speedo has seen to have partnered with SWIM Cambodia, an organization focused on educating communities on water awareness, water safety and resuscitation skills in an attempt to reduce the number of children drowning in the country.
In 2016 Speedo aided in the training of six members of the “iCAN British International School”, who further took these learned skills into varying provinces and villages. After three days they were able to spread the gained knowledge to 270 persons, 177 being children. With their overall goal of reducing the number of children drowning in Cambodia, SWIM continues to be aided by Speedo in the training and distribution of safety information.

CONCLUSIONTo wrap up, we have outlined how sports fashion brands Puma, Adidas, Under Armour and Speedo have created positive change by pairing with a number of organizations. Their impact has been positive all around. 

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Top Sports Fashion Brands

We identified the top five fashion brands globally by revenue. They are Nike ($34.35 billion), Adidas (€21.92 billion/$24.61 billion), Dick’s Sporting Goods ($8.59 billion), Under Armour ($5.19 billion), and Puma (€4.6 billion/$5.17 billion). 
MethodologyWe began our inquiry with a search of sporting and athletic news websites and blogs looking for any information on the most popular brands. We were able to locate a list of popular sports fashion brands. We expanded our search to find the latest revenue data of the brands identified in the list. Unsurprisingly, given that popularity would naturally translate into increased sales revenue, the most popular brands are also the brands with the highest revenues. 
Top Sports Fashion BrandsThe top five sports fashion brands globally are Nike, Adidas, Dicks Sporting Goods, Under Armour, and Puma.

The first company is Nike with $34.35 billion in revenue. Nike is one of the largest sport fashion brands in the world. The company’s trademark logo is on the apparel of every athlete, amateur and professional, and every major sport across the globe. Nike’s product line includes footwear and apparel for both athletic and recreational use as well as sports equipment. Nike designs, develops, manufactures, and markets its sportswear and sports equipment. Nike’s products are often worn and promoted by top names in various sports such as Ronaldinho, Ronaldo, Neymar, Drogba, Rooney, and Colin Kaepernick.

The second company is Adidas with €21.92 billion ($24.61 billion) in net sales. Originating in Germany, Adidas is a brand with multiple subsidiaries including Reebok, Runtastic, and Ashworth. According to Forbes, Adidas is second only to Nike in terms of the global value of sports fashion brands. Much like Nike, Adidas’s product line is composed of footwear and apparel for both athletic and recreational use. However, unlike Nike, which is associated with all sports, Adidas is more closely associated with soccer, cricket, baseball, golf, gymnastics, lacrosse, rugby, running, skateboarding, tennis, and kabaddi. According to Adidas, every year the company produces over 900 million products (with the assistance of independent manufacturing partners) for sports and athletic lifestyles. 

The third company is Dick’s Sporting Goods with $8.59 billion in revenue. Dick’s Sporting Goods is a full-line sports and fitness omni-channel retailer. The company sells a wide range of sporting goods, athletic apparel, outerwear, sportswear, footwear (casual and athletic), boots, fitness equipment, bicycles, and outdoor equipment. Recently, Dick’s acquired Golf Galaxy and Field and Stream (which have their own branded apparel and outdoor equipment); the company also recently partnered with CALIA (by Carrie Underwood), Fitness Gear, MaxFli, PRIMED, and TopFlite to offer athletic apparel for active women, fitness tools, training tools, and golfing gear.

The fourth company is Under Armour with $5.19 billion in revenue. The company’s product line and brand are based on the idea of providing high-quality performance apparel. Under Armor provides shoes, athletic and recreational clothing (including pants, leggings, shorts, shirts, and hoodies), jackets, and accessories. According to Textile Focus, Under Armour’s footwear segment has been growing at a faster pace than its apparel division.

The fifth company is Puma with €4.6 billion ($5.17 billion) in sales. According to Textile Focus, Puma is the first company to have put a value on its environmental impact back in 2011. The company is one of the world’s leading providers of athletic footwear, apparel, accessories, and sports equipment. The sports most associated with the Puma brand are soccer, running, training, fitness, golf, and motor sports. Some high profile athletes and celebrities wearing Puma’s products are Antoine Griezmann, Marco Verratti, Marco Reus, Oliver Giroud, Rihanna, Kylie Jenner, and Usain Bolt.

Sources

From Part 01

First sports betting integrity group launched in United States

reuters.com

Publication Year: 2018

US Supreme Court strikes down federal ban on sports betting

ft.com

Publication Year: 2018

Move Over, New Jersey: Delaware Becomes First State Outside Nevada To Offer Single-Game Sports Bets

forbes.com

Publication Year: 2018

From Part 02

PUMA AND RIGHT TO PLAY GERMANY LAUNCH PARTNERSHIP

about.puma.com

Publication Year: 2017

Community Engagement

about.puma.com

Publication Year: 2017

Communities

adidas-group.com

Publication Year: 2018

Under Armour Donates to Team Rubicon to Serve Those Affected by Hurricane Harvey | Under Armour, Inc.

investor.underarmour.com

Publication Year: 2017

Under Armour rolls out #WEWILL campaign to support Hurricane Harvey victims

ethicalmarketingnews.com

Publication Year: 2017

Safety When It Matters SWIM Cambodia

safetywhenitmatters.org

Publication Year: 2017

SWIM (Safety When It Matters) - Cambodia

speedo.com

Publication Year: 2017

Timberland and Thread Partner to Drive Social Impact in Haiti

triplepundit.com

Publication Year: 2017

Right To Play

righttoplayusa.org

Adidas

adidas.com

Under Armour® Official Store – FREE Shipping available

underarmour.com

Team Rubicon | Built To Serve

teamrubiconusa.org

From Part 03

Fashion and Sport Brands Clash in Luxury Sneakers Race

businessoffashion.com

Publication Year: 2018

Just 20 fashion companies are making almost all of the industry’s profits

qz.com

Publication Year: 2018

Top 10 Sports Brands in the World 2017

textilefocus.com

Publication Year: 2018

Nike. Just Do It

nike.com

Nike Returns to Familiar Strategy With Kaepernick Ad Campaign

nytimes.com

Publication Year: 2018

Quotes

"Nearly two-thirds of individuals who wear Nike in the United States are under 35 years old, and are much more racially diverse than the baby boomer population, ....... I think Nike went into this absolutely knowing what they were doing, with the intention that some people would be offended,..... But the people buying their products, whether they are a millennial or a Gen Z consumer, those consumers want their brands to take visible, social positions, and this is an opportunity for Nike to do just that. "