The worlds of sport and fashion have been on a collision course in recent years and the announcement that the New York Yankees have signed an agreement with DKNY only confirms the trend.
The most successful baseball team in history has announced a long-term sponsorship agreement with the Donna Karan brand. The deal will see DKNY become the first fashion brand to have a permanent presence in Yankee Stadium, with a prominent outfield billboard, as well as sponsorship of the dugout lounge.
Lonn A. Trost, the New York Yankees chief operating officer said: "For the first time, a sponsor in the fashion apparel category will have a significant permanent presence in Yankee Stadium."
Fashion brands are increasingly becoming involved with sports stars, with David Beckham and now Cristiano Ronaldo fronting campaigns for Emporio Armani. Meanwhile the upcoming World Cup is expected to be a major draw for the leading fashion brands as they look to bring consumer awareness to a new audience.