Nike, Under Armour and Adidas are among the biggest losers of canceled college football
Nike, Under Armour and Adidas are among the biggest losers of canceled college football. That could mean billions of dollars in losses — for universities,college towns and companies built around the American college football spectacle. "If you look at what the overall spend (on college apparel deals) is, I bet it's the companies' biggest expenditure from an advertising standpoint," said Eric Smallwood, president of Apex Marketing Group. A single conference championship game could provide the company with more than $2 million in marketing value. For both the schools and the apparel companies, missing a season would involve other losses, too. As part of some collegiate apparel deals, some companies will work with a universities' student athletes to test gear and gather data on its performance.