The Battle Of Brand Outside World Cup, Who Will Win The Battle Of Nike?

Nike and Adidas occupy the vast majority of resources from the sponsorship of jerseys and sports shoes, star lineup to official cooperation and so on. The two giants are playing the World Cup match with a close balance.

Russia's World Cup opener, Saudi Arabia's 0-5 defeat in the host, the team's Jersey has also become the focus of attention.

Saudi Arabia 18 player Salem's jersey number was printed wrong, and the number "8" was upside down. It looked awkward.

In world football, it is rare to print the wrong number.

At the same time, the Saudi national team's jersey design is considered to have no bright spots. The whole body is almost green, but only numbers, signs and other places use white.

The number "8" is upside down.

The shirt was designed from Nike, and the American sports brand was embarrassed in the unveiling.

However, for a huge world cup, a team's robe is just a drop in the ocean.

Nike and Adidas occupy the vast majority of resources from the sponsorship of jerseys and sports shoes, star lineup to official cooperation and so on. The two giants are playing the World Cup match with a close balance.

Who will win the four year brand war will become the focus of this competition.

Official resources: Adidas dominates

In 1970, Adidas became a sponsor of FIFA and promoted to the official partner of FIFA in 1998. This status will last until 2030. This year is the 20th anniversary of the two sides' cooperation.

As one of FIFA's 6 global partners, Adidas did not spend less money -- according to The Associated Press, global partners should contribute at least $120 million in a world cup.

Under the official status, Adidas can advertise and design the ball for every match in every stadium, and provide equipment for all the staff members, referees, caddies and volunteers of FIFA.

Distribution charts of major national team jerseys

Jersey Sponsorship: Adidas dominates

The 32 national team jerseys in the finals were sponsored by 8 different sports brands.

Among them, Adidas won the sponsorship contract of the 12 teams. Besides the number of teams exceeding 1/3 of the total, its sponsorship Germany, Argentina and Spain all won the championship. The host country is also under the Adidas lineup.

The German brand predicts that Adidas's World Cup Jersey sales will reach a new high in 2018, exceeding the sales record of the 2014 World Cup in Brazil. Four years ago, Adidas sold about 8 million jerseys.

Nike has lost three strength teams in Holland, the United States and Chile. The number of teams is not as good as that of Adidas, but the Nike team with 10 national teams is still neat.

Brazil, Portugal and France are popular teams of American brands. England and other teams also have strong sales ability.

Although the overall situation of the sponsorship is slightly inferior to that of Adidas, Nigeria, sponsored by Nike, is nearly twice as high as the second largest in the world's most popular World Cup Jersey poll.

The Nigeria Football Association claims that Nike has received 3 million advance orders since the opening of the world cup.

According to data from German football consulting firm PR Marketing, a total of 32 teams in the Russian World Cup are expected to sell 14 million 900 thousand shirts, down from 17 million 700 thousand in 2014.

Due to the absence of the traditional powerhouse Italy and Holland, the United States and Turkey failed to qualify for the finals, and sales of World Cup products were affected.

Shoes Sponsorship: Nike dominates

FIFA stipulates that all players of the same team must wear the same brand Jersey, but different players can pedal different brands of sneakers.

According to the statistics of the guardian, 132 of the top 200 players in the world cup choose Nike's sneakers, up to 66%.

Only 59 players wear Adidas shoes, occupying 33%.

In this way, the victory of this game falls on Nike.

132 of the 200 most expensive players wear Nike shoes, up to 66%.

Star lineup: Nike dominates

Compared with Adidas's hundreds of millions of dollars to the official identity strategy of FIFA, Nike chose to cooperate with a large number of star players. The advantage of the number of sponsorship is precisely from this.

Nike's star camp includes C Luo, Neymar, Zal, Harry Kane and others, while Adidas signs Messi, Suarez, Bo Gang Ba, Mesut Ozil and so on.

Because of the particularity of football equipment, it is difficult for the stars to play the role of carrying goods directly. The endorsement people are mainly expected to improve the sales of sports shoes and peripheral products.

As a facade of football in Adidas, Messi is relatively restrained in public links.

On the contrary, Nelson's 2018 World Soccer report shows that in the first half of this year, C Luo brought more than 1 billion discussions on social platforms such as Facebook, Twitter and Instagram, which is nearly two times higher than the heat of 350 million of Messi.

According to commercial media Business Insider, in 2016, C Luo made Nike get a commercial value of up to 500 million dollars just by sending photos and videos containing Nike logo on social networks.

To this end, Nike is good at working with star athletes in social media to attract a lot of fans' attention.

In June 15th, C played a hat trick to help Portugal win Spain by 3-3.

The Portuguese became the fourth player to score goals in the four World Cup, Bailey, Germany Uwe, Schiller and Keluoze.

After the game, Nike immediately released the content of the social networking platform, and did not forget to bring Portuguese national team product sales links.

After the last five world cups, Nike's share price tends to be better than Adidas's.

Share price trend after last match: Nike dominates

Judging from the past five world cups, Nike is considered a better choice in the eyes of investors.

YAHOO financial data show that in addition to the 2002 World Cup, the remaining four games ended three months later, Nike's share price trend is better.

Even though the two finals of the Brazil World Cup were sponsored by Adidas four years ago, Nike's share price exceeded the 30% of ADI.

"The success after the world cup is somewhat random," said Andreas Inderst, senior stock analyst at Macquarie Group. But judging from historical data, Nike's stock price trend tends to be better than that of German brands after the world cup.