DKNY’s Ball Boys: The Yankees Get a Stylish Sponsor

Athletes branching out in to fashion – particularly with apparel lines, is nothing new. Fashion brands branching out into sports marketing though, is something you don’t see everyday.

If you’re a Yankees fan, then you may not catch their next sponsor every day, but you will see them during every game.

Mark Weber, Chairman and CEO of Donna Karan International says “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 a loyal, passionate audience—the millions of fans who visit Yankee Stadium each year and the many millions more who watch Yankees games on television. We are thrilled to have this opportunity to celebrate the City that inspired our brand and this iconic team.”

DKNY will become the first fashion brand to have a permanent presence at Yankee via a permanent outfield bullpen sign in right centerfield and a DKNY Lounge near 3rd base where high-def televisions will include DKNY branded footage on rotation.

Given the seasonal attendance at games in the thousands, and television viewership in the millions over th course of the season, this is a massive branding partnership. Even with livestreams, runway shows – celebrated as they may be, are considered massive if they reach an audience over 50,000 people. Games at Yankee stadium average attendance of 55,000 people per game, and they’re in their seats a lot longer than the 20 or so minutes typical of your average catwalk showing.