Q&A with Spalding’s UK Brand Manager Emma McKale All in the detail


Who are Spalding? Spalding has a rich and successful heritage within the sports retail trade. Established by Boston Red Stockings pitcher A.G Spalding in 1876, Spalding has long been a market leader in innovation and quality control in the sporting goods category. From the development of the first basketball to our patented NeverFlat technology, Spalding’s legacy of innovation continues. Since the opening of the first


retail store in 1876 the brand has expanded across the USA and diversified into other sporting areas. Traditionally we have mostly been associated with baseball and basketball but these are only one part of our business. The brand is mostly associated with the American NBA for which we continue to sponsor. We have developed strong associations with sports in Europe and are a partner and supplier of several teams and national federations such as the Arena Football League, the King of the Beach Volleyball tournament and the Major Indoor Soccer League (MISL).


Spalding has long been established as a leading sports brand worldwide, how have you recently tried to grow the brand to maintain your market position? The UK side of the brand has had free reign to implement new ideas and consequently, January 2012 saw Spalding launch a range of performance sportswear that can be decorated or personalised by retailers. Although the kit will carry the


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