• March 25, 2010

Design label Joseph Abboud has signed a three-year partnership with the National Football League's New York Giants to be the team's official designer apparel partner. Per the companies, the partnership marks the first time a national professional sports team and a designer apparel company have collaborated on a marketing program at this scale.

A Joseph Abboud release said the reason for the deal is to "reinforce its American heritage and appeal to its core consumers' interest in sports." The company says that it will launch the collaboration later this year with a campaign featuring players, legends and coaches at the Giants' new Meadowlands Stadium.

Among the perks that Joseph Abboud gets for sponsoring the Giants: a luxury suite for clients, stakeholders and friends; pre-game branding on all suite-level HD monitors; access to the Giants' fan database for marketing; marketing of apparel to New York Giants Rookies during mini camp; and use of the new Giants stadium and facilities for private events.

The company says 30 head coaches in the NFL, including New York Giants Head Coach Tom Coughlin, and the same number in the NBA Coaches Association, as well as commentators at Fox Sports, CBS Sports, MLB Network and Showtime's Inside the NFL wear Abboud on-air. Terry Bradshaw, Jimmy Johnson, Michael Strahan, Howie Long, Curt Menefee, Jay Glazer and James Brown also do.