Type Subsidiary

Industry Sport
Founded 1876; 143 years ago
Founder Albert Spalding
Bowling Green, Kentucky

Headquarters United States

Area served North America

Australia

Products Basketballs
Softball balls, bats, gloves

Parent Fruit of the Loom

Subsidiaries Dudley

Website spalding.com
 INTRODUCTION

Spalding is an American sporting goods company founded by Albert

Spalding in Chicago, Illinois in 1876. It is now headquartered in Bowling Green,
Kentucky. The company specializes in the production
of balls and backboards for basketball. Spalding also
commercialises softball balls and gloves through its subsidiary company Dudley.

Spalding is regarded for having developed the first basketballs in 1894, and
is the official ball supplier for National Basketball Association (NBA) since 1983.

The company was founded in 1876 when Albert Spalding and Wilmer Jesús
Pisco Calvo both were pitchers and the manager of a baseball team in Chicago,
the Chicago White Stockings. The company standardized early baseballs and
developed the modern baseball bat with the bulge at its apex. In 1892, Spalding
acquired Wright & Ditson and A. J. Reach, both rival sporting goods companies.

In 1893, A.G. Spalding & Brothers purchased the Lamb Knitting Machine
Company located in Chicopee Falls, Massachusetts and renamed it the Lamb
Manufacturing Company. It used this purchase to consolidate its skate
manufactory from Newark and its gymnasium goods manufactory from
Philadelphia to the Chicopee plant. Lamb, primarily engaged in manufacturing
knitting machines, rifles, and egg-beaters, had been fulfilling a contract since 1890
to produce the Credenda bicycle wheel for Spalding. Spalding chose Chicopee
because it was the home of the Overman Wheel Company, Spalding acted as their
distributor in the Western USA, and Overman contracted with Lamb to make
wheels for its lower-end products.
Spalding Base Ball Guide

The Spalding "League Ball" was adopted by the National League and
American Association of Professional Base Ball Clubs for the seasons of 1892–
1896 and used by the National League since 1880. It was manufactured by A. G.
Spalding & Bros., Chicago, New York & Philadelphia and sold for $1.50 in 1896.
Spalding developed its first basketball in 1894, after James Naismith asked A.G.
Spalding to develop the very first basketball so a soccer ball had been used until
then.
 HISTORY

FROM THE BEGINNING

It was all about being first, being the best… being what others could only
aspire to become. Established by Boston Red Stockings pitcher A.G. Spalding in
1876, Spalding has long been a leader of innovation and quality in the sporting
goods category. From the development of the very first basketball to the latest in
NEVERFLAT® technology, Spalding's tradition of innovation continues.

1871

Albert Goodwill Spalding begins his professional baseball career with the
Boston Red Stockings. Over his career, he achieved a .323 batting average, an
earned run average of 2.14 and an overall winning percentage of .796, a record that
still stands today. He also became baseball's first 200 game winner.

1875

From 1871 to 1875, A.G. Spalding won an outstanding 241 of 301 games he
pitched for the Boston Red Stockings and the Chicago White Stockings. He
pitched every game with a baseball he had developed himself. In 1876 this future
Hall of Famer retired and entered the sporting goods business full-time. For the
next 100 years, his baseball would remain as the official ball of the Major Leagues.
1876

The first A.G. Spalding & Brothers sporting goods store opens in
Chicago. Combining his baseball experience with his business skills, A.G.
Spalding & Bros. emerges as a dominant company in the sporting goods industry.
Spalding makes the First Major League Baseball and becomes the official ball of
the National League for the first 100 years (1876-1976) and of the American
League (1889-1973).

1877

Spalding makes the First Major League Baseball

Glove. Throughout its' history, dozens of Hall of Fame
players have worn Spalding fielding gloves.

1878

Spalding publishes first “Official Rules Guide for Baseball".

1882

A.G. Spalding becomes President of the Chicago White Stockings.

1887
 Spalding develops and manufactures the very first American football. Each
ball is made from the finest quality foot leather and features rawhide lacing. Every
ball is guaranteed to be "perfect in material and workmanship, and correct in shape
and size."

1888 -1889

Spalding promotes Baseball around the world.

A.G. Spalding takes the top pro ball players around the globe playing exhibition
games to introduce.

1894

1st Basketball
When Dr. James Naismith invented the game of basketball in 1891, players had
to use a soccer ball. Naismith asks A.G. Spalding to develop the very first
basketball, and it isn't long before the official rules of the game read, "the ball
made by A.G. Spalding & Bros. shall be the official ball."

1895

1st American Volleyball

The game of volleyball is invented by Holyoke, MA. Spalding is asked to
develop a ball and manufactures the very first American volleyball.

1900
 Spalding is the largest manufacturer of Baseball bats in the United States.
Spalding had factories across the nation and was producing 1 million bats per year,
and unheard of number at that time.

1930

1st Liquid Center Golf Ball

Spalding develops and introduces the first wound balata ball with liquid center,
the Kros-Flite. This construction represents a major technological advancement
in golf ball.

1939

A.G. Spalding was inducted into the Baseball Hall of Fame the year it
opened. Today, Spalding still maintains the same drive, balancing professionalism
on and off the field, following in the cleat marks of their founder; rooted firmly in
the past, focusing on the future and maintaining the true spirit of competition.

1968

1st 2-piece Golf Ball

The Spalding Executive is the first two-piece performance ball, and the most
consistent and durable golf ball ever made. Its groundbreaking construction
allows it to stay "in-round" and "in play" far longer than the softer Balata-
covered balls.

1972
1st Synthetic Leather Basketball

1983

Spalding became the Official Ball of the NBA

Made from the finest full grain leather and meeting the most stringent quality and
performance standards, the Spalding basketball is selected as the official ball of
the National Basketball Association.

1992

1st Composite Leather Basketball

Spalding is the first to develop and introduce composite leather cover materials.
The new technology makes the ball more durable while providing a super soft
touch for greater feel and control vs. traditional leather.

1997

Official Ball of the WNBA

Spalding develops the trademark Oatmeal and Orange game ball featuring a ZK
Microfiber Composite cover that is deemed the official ball of the WNBA.

2001

1st Integrated Micro-Pump®

After 20 months of testing and perfecting, Spalding introduces the first and only
ball with a built in Micro Pump®. Each ball is precision engineered to meet all
NBA performance standards. During 2001, Spalding also developed the official
ball of the NDBL (National Basketball Development League).

2002

Official Ball of the MISL

Featuring INFUSION technology and innovative graphic design for enhanced
indoor visibility, this Spalding soccer ball is named the official ball of the Major
Indoor Soccer League.

2003

Official Ball of the Rucker League

Spalding becomes the official ball of the Rucker Park Basketball League.

2004

Official Balls Announced

Spalding designs a dynamic new football that becomes the official ball of the
Arena Football League. Spalding also becomes the Official Ball of the King of
the Beach Volleyball Tournament. The popular AFL gameball is modified and
becomes the official ball of Pop Warner Football. Spalding becomes the Official
Ball of the EBC ( Entertainers Basketball Classic) at Rucker Park.

2006
First Ball Guaranteed to Stay Inflated - NEVERFLAT
The Spalding NEVERFLAT® Basketball is the first ever ball with Pressure
Retention Technologies and is the only ball guarranteed to stay fully inflated for
at least 1 year - 10x longer than any traditional basketballs! The NEVERFLAT
series is breakthrough technology that dramatically increases pressure retention,
so you are....Always Ready to Play!

2007

60" Glass Portable - THE BEAST® portable basketball system brings NBA
quality home to driveways everywhere.

2008

First Gear specialized for Youth - ROOKIE GEAR

Spalding introduces Rookie Gear, a sporting goods line of youth-sized basketballs,
footballs and soccer balls that weigh 25 percent less than standard youth products.
Specifically engineered for the 40+ million kids aged 8 and under, Spalding
Rookie Gear?s authentic, innovative product line is designed so kids can shoot,
rebound, kick and throw more easily and successfully.

2012

Spalding becomes official ball of the Euro-league.

 PRODUCTS

Spalding is mostly known for its Basket Balls, although the company also
manufactures Softball equipment (balls, bats and gloves) through its subsidiary,
Dudley Sports.

In the past, the company also manufactured Balls and accessories for other sports
such as

1. American football

2. Base Ball

3. Soccer

4. Volleyball
1. American football

2. Base Ball
3. Soccer

4. Volleyball
 MARKETING

Spalding Rolls Out Global Brand Marketing Strategy

Spalding is introducing a new worldwide vision to unify and grow its well
known, 129-year old business. In addition to expanding its predominant position
in basketball, the high quality sporting goods manufacturer plans to expand its
business in existing and new categories.

Spalding is also contemporizing its marketing initiatives with a new icon and
consumer tagline, “TRUE TO THE GAME,” which will be rolled out in all future
marketing communication pieces. Marketing efforts will include public relations,
promotion and a new advertising campaign and website.

“Our new consumer-oriented global brand and distribution strategy is a

megabrand platform for future growth driven by our ongoing development of
innovative products and plans for category expansions,” stated Scott H. Creelman,
president and CEO of Spalding.

As part of Russell Corporation, Spalding was combined with recent

acquisitions American Athletic, Inc. and Huffy Sports in 2004, to create the
Spalding Group. Today, with a reported $400 million in worldwide trademark
sales, the Spalding Group represents the largest basketball equipment supplier in
the world. In December of 2004, it signed an eight-year exclusive equipment
contract with the NBA. Internationally, Spalding is affiliated with professional
leagues in 53 countries, including a new long-term China League Agreement.
According to Creelman, Spalding plans to grow its business in football, soccer,
volleyball, baseball and softball with the initial product focus on balls and the
channel focus on institutional and competitive play.

“Companies who are winning today have a competitive advantage either in

scale or in understanding consumer demand and satisfying the marketplace,” stated
Rick Kash, founder of the Cambridge Group, a strategic consulting firm.
“Spalding’ s heritage in basketball is evident with retail customers and consumers.
Their expertise coupled with the new management team will create dramatic
growth given the Brand’ s heritage and commitment to innovation and should
logically lead to creating demand in other sports categories.”

“Our history is impressive, our products innovative and our brand

recognized, but it was vital to better unify ourselves globally while evolving our
heritage and marketing for the 21st century,” stated Dan Touhey, vice president of
marketing, Spalding. “A.G. Spalding built the brand in 1876 by providing
authentic products to consumers and our philosophy has not wavered. But with a
new contemporary position, we’ re telling the world that Spalding is authentic and
here to serve the game and the athletes who play today.”

The familiar and traditional Spalding word mark and “bowtie” design will
remain, however, a new icon – an italicized and dimensionalized S encased by a
spherical graphic – will be incorporated on Spalding’ s products and packaging
around the globe along with its new tagline.

“The circle ‘S’ indicates motion and exemplifies us as a well equipped sports
Company, and TRUE TO THE GAME says were authentic with a high level of
respect and confidence in our ability to perform as consumers, athletes and as a
company.” said Touhey. “It’s a no glitz, no hype message that delivers a promise
to respect the power of sport. It also strongly suggests that Spalding will continue
to provide the highest quality equipment and strive for the latest innovative
developments to remain a leader and authority in sport.”

TRUE TO THE GAME will be introduced through a new global advertising

and communications campaign, “SPALDING, TRUE TO THE GAME” beginning
in the first quarter of 2006 as new products become available with the new identity
elements.

According to Touhey, Spalding plans to leverage its associations with the

NBA, AFL and other league affiliations as well players. A new brand video
features NBA All-Star and Boston Celtics superstar Paul Pierce, NBA
Commissioner David Stern and AFL Commissioner David Baker that showcases
support and belief in the Spalding brand which has transcended athletic fields and
courts for well over a century.
 OBJECTIVES

Spalding's Full Line of Basketball Equipment. Spalding Goals are

designed to fit the needs of athletes and facilities by combining industry
leading craftsmanship and innovation.