The Long-Term Collaboration Includes In-Stadium Billboards and Co-Branded Ballcaps
DKNY has announced a comprehensive, long-term partnership with the New York Yankees, marking a return to Yankee Stadium with an 855-square-foot billboard in right field showcasing the new DKNY logo. Notably, in 2010, the company became the first fashion brand to advertise on such a scale at Yankee Stadium.
The collaboration underscores DKNY’s longstanding presence within the world of sports, which includes previous collaborations with the Yankees. G-III, DKNY’s parent company, has a history of holding licensing agreements with major sports leagues including MLB, NHL, and NFL.
Jeff Goldfarb, Executive Vice President at G-III Apparel Group, highlighted the significance of this partnership within DKNY’s broader brand strategy, stating, “This unique partnership is part of DKNY’s overall brand strategy to increase visibility across multiple media channels to a loyal and passionate audience.” He emphasized the enduring relationship between DKNY and the Yankees, expressing pride in the brand’s return to Yankee Stadium in a prominent location.
Michael Tusiani, Senior Vice President of Partnerships at the New York Yankees, echoed the sentiment, stating, “We are extremely excited to partner with DKNY this season. DKNY is an iconic New York company and having its logo prominently displayed in the outfield will provide its brand great exposure at Yankee Stadium throughout the year.”
As part of the collaboration, DKNY and New York Yankees co-branded hats will be available for purchase on DKNY.com. Additionally, aside from the billboard, DKNY will feature other digital in-stadium formats.
The DKNY billboard at Yankee Stadium is set to debut on the team’s home opener on Friday, offering heightened visibility for the brand within the iconic stadium.
