Georgia Tech athletic director Todd Stansbury devoted time on his recent podcast to the topic of the moment, the athletic department's apparel contract. With the Russell Athletic deal expiring in June 2018, Stansbury has been in negotiations with Adidas, Nike and Under Armour for the right to dress the Yellow Jackets.
The following is a transcription of his answers to questions about negotiations and what lies ahead.
On a timetable:
Stansbury: It's something that obviously we're having those converesations, knowing that our Russell contract ends in June of '18. We're in the process of conversations with the three apparel potential partners and just trying to find out which partner is going to be the best for us, based on kind of their priorities and our priorities. So those conversations are going on right now and obviously the sooner that we can get to a point that we can determine who that partner is going forward, the better.
On the process of an apparel contract negotiation:
Stansbury: We're in a unique position at Georgia Tech because, as I've said in a previous podcast, one of our main priorities is our brand and one of the things that obviously is a platform for you to tell your story, elevate your brand, reinforce your brand is who is your apparel partner?
We’ve seen the effect that those partnerships can have on various institutions and you think probably the most extreme example is the University of Oregon or the University of Maryland. And so, trying to find mutual interest – what their priorities and how they line up with yours. And obviously, we feel Georgia Tech has a lot to offer a partnership like that, and we’re in the process of trying to figure out where those synergies are.
How do the companies perceive Georgia Tech? Why would they value Tech as a partner?
Stansbury: I think a number of things. One is that when you look at the power five (conferences), there are not a lot of opportunities for the apparel companies to partner with a national brand like Georgia Tech. We're unique in that our alums are all over the world.
Institutionally, we have not just a national reputation but an international reputation, so there are a lot of things that Georgia Tech represents that the apparel partners, potential partners, have an interest in. And then, quite frankly, our locaiton in Atlanta, Georgia. This is a pretty dynamic city from a standpoint of innovation and the corporate community and just the energy coming out of (here), whether it’s hip hop, the film industry, Atlanta has a lot of things going for it. And us being located here in Midtown, in the heart of Atlanta, is definitely something that is positive.
What did you learn from doing previous apparel deals?
Stansbury: I think what you find is that all three of the major apparel companies, whether it's Adidas, Nike or Under Armour, all kind of bring something different to the table. And their vision of where you are, what your brand is, where they envision you lining up in their complement of schools, is all very, very important. And depending on their situation and kind of the programs they already represent, all create kind of different dynamics on one, maybe their level of interest, as well as where you may line up as far as being a priority for them.
On availability of apparel for fans going forward:
Stansbury: I think when you look at the three, their priority is retail, and in fact the reason that they do these deals i= because of retail so I would anticipate not only their being a lot more of our apparel available, it'll be available in a lot more places. And so because ultimately that's what drives the decisions of all three of these companies, the answer is definitely, yes, there will be more and you'll be able to find it in more locations.
On what he wants to have with the next apparel provider:
Stansbury: I think one that's going to reinforce the brand. And I think by that at Georgia Tech, we obviously have an incredible tradition that we're very, very proud of, so I think it's going to be important to embrace and recognize our history and our tradition and who are and how we got there.
And at the same time, part of our DNA is innovation and looking forward and the fact that we’re recruiting 13-, 14-, 15-year olds, it’s going to be important that our apparel partner is able to meld the two, kind of recognizing and paying homage to the past, but (also) being able to tell our story to the future and making it compelling enough that the young student-athletes that we’re recruiting are excited about what we’re doing – and through our look and what we wear and the association that it seems your apparel now has on your brand and how you’re viewed, I think it’s important that we embrace the fact that we are the center of innovation, that we are Georgia Tech.
So, obviously, I think it’s going to be an interesting balalnce and that’s what we’re looking for in our apparel partner, is somebody that can do that.
