Nike and o2 join forces for sports loyalty scheme
Sports brand Nike and mobile network o2 have announced their new partnership which will provide the operators’ customers exclusive content and offers under the existing “o2 Priority” banner.
Nike already has links with Apple and TomTom in the US but this will be the first UK partnership for the brand out with its links to other sports brands and football teams.
The scheme will act in a similar way to o2’s existing Priority Moments app which has more than 10 million subscribers and o2 says has provided customers with “£7.5million worth of savings for more than 300 brands”.
The partnership will give Nike unique access to the networks 23 million customers to promote the brand’s health and wellbeing messages. The o2 Priority Sports app will offer access to videos, fitness advice and editorial content from Nike’s brand ambassadors. This will include long distance runner Paula Radcliffe and, soon could see ties with sportspeople such as Manchester United striker Wayne Rooney and NBA star LeBron James.
It will also give o2 users early and exclusive access to new products and services launching by the sports brand and events such as Nike’s Fuel Fest which takes place Sunday 8 July.
Nike’s vice president of digital sport, Stefan Olander previously commented that using digital channels is “more effective and powerful” than traditional marketing as it offers a “service” to customers.