The importance of mobile as a channel for sport and sporting brands has been highlighted by a UK survey of smartphone users published this week.
It showed that 56% of those surveyed checked their phone for sports content every day and that 11.9% did so five times a day or more. 
22% said that sport was their biggest passion, beating music, celebrity and food and drink, while 53% were using apps on their phone as part of a fitness drive.
The survey emerged as Nike and O2 announced the creation of a new mobile channel initially available for UK customers.  Priority Sports will provide exclusive products, services and experiences driven by Nike and its connection to athletes.
It will include Nike+ running and fitness apps as well as access to Nike supported athletes, special events and products.
The relationship is a fine example of how two major brands can forma strong alliance united by the common thread of sport.