Brazil is the only country to win the World Cup four times
and has produced some of soccer's biggest names. Now Nike hopes
to bring the Brazilians into its fold with an endorsement deal
that "outshines" anything before it, according to the Portland
OREGONIAN. Jeff Manning writes the soccer world is "buzzing"
over a rumored $200M, 10-year deal Nike has agreed to with the
Confederacao Brasileira de Futbol (CBF), the governing body of
Brazilian soccer, to outfit all of the country's national teams.
Nike President Tom Clarke said the company is "definitely"
interested in Brazil, but said the sum under discussion is well
under $200M. Umbro Int'l holds the Brazilian team rights through
World Cup '98. Manning notes it is "undeniable" that companies
like Nike and Reebok are "pushing" their way into soccer, and it
will be difficult for smaller companies like Umbro to compete.
The allure of soccer stems from the fact it is "far and away the
most popular sport on the globe," and has fast become one of the
"most popular" participatory sports for children (Portland
OREGONIAN, 4/26).
REEBOK DETAILS: Reebok has signed an eight-year, $60M
licensing/sponsorship deal with the Argentine Football
Association, the organizing body for Argentina's national soccer
team. The deal was brokered by Muller Sports Group (ADVERTISING
AGE ONLINE, 4/29).
EUROPEAN SOCCER: A report in the FINANCIAL TIMES notes
merchandising is a "big growth area" for European soccer clubs.
Many clubs are looking to the U.S. to learn how to promote their
brands. The U.K.'s Premier League hopes to copy the success of
the NFL and NBA in selling merchandise (Harverson, Snoody &
Kuper, FINANCIAL TIMES, 4/27-28).
