Doesn't it? And you thought you paid for shoes!
Nike sponsors Roger Federer. How? Nike pays him millions of dollars to sport the swoosh and to be seen sporting the swoosh. Where does Nike get its millions of dollars? From you and me. From everyone who buys Nike.
What does Roger Federer do? Entertain us. You pay for getting entertained by a master of that art. But you don't pay Mr. Federer directly. You pay through a mediator, a collecting authority called Nike. That's what keeps Federer going.
Nike is the government of a particular form of entertainment. And government is always (almost always) profitable.
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