However, Adidas should still be worried about Nike's presence this year. Adidas, which is sponsoring 12 of the national teams, compared to Nike's 9 (USA and more importantly Brazil included) can only boast 14.4% of the "official and competitor buzz" as Nielsen states it, compared to Nike's whopping 30.2%. In another report, Brazilians said they identified Nike as the premier brand of the event. Outshining Adidas yet again, and surprisingly surpassing Coke as well. It will be interesting to see how the brand war plays out on the world's biggest soccer event. I feel that Nike is making good headway in the soccer market, and this event should be a testament to that. Anyone think Adidas can out do Nike this year?
-Jimmy Madden
http://www.fastcompany.com/1658906/adidas-may-be-official-world-cup-sponsor-nike-wins-battle-buzz
http://www.sportsbusinessdaily.com/Global/Issues/2012/06/22/Marketing-and-Sponsorship/Nike.aspx
A battle of the brands. This is always a tough one. It's like a battle between Coke and Pepsi. Why is Pepsi still around?
ReplyDeleteWhen we compare Coke's and Pepsi's mission statement, they are obviously competing for global recognition. However, I believe that each brand hits a unique market. If Adidas does this, they might outperform Nike, but they can definitely be a lot more efficient.
I was really surprised to find that Adidas had a larger hold on soccer than Nike. Considering that Nike has the highest bid in almost every American Sport it is only a matter of time before Nike begins to take over worldwide sporting events. I would not be surprised if the ball and overall sponsorship changes from Adidas to Nike within the next 3 world cups.
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