Nike sells a lot more than shoes though, and out of any of the current college sponsors, they can actually calculate a ROI from their sponsorship.
The ROI may turn out to be poor as you suggest, but if it's good, then they'll be able to justify gobs of money. We're not talking about a car dealership here.
The ROI may turn out to be poor as you suggest, but if it's good, then they'll be able to justify gobs of money. We're not talking about a car dealership here.