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SBD/Issue 57/Sponsorships, Advertising & Marketing
Three Stripes, You’re Out? Nike Bids For German Soccer Team
Published December 4, 2006
|Nike Makes Offer To Become Official
Supplier Of German National Soccer Team
REAX: McAdams Wright Ragen analyst Sara Hasan said that Nike’s bid for the German soccer team “would be a ‘huge coup’ if it is successful.” Hasan: “It does illustrate the point that they want to be there, and they want to be big.” But Susquehanna Financial Group analyst John Shanley said that adidas will “make a strong effort to maintain its relationship” with the team. Shanley: “Adidas will pull out all the plugs to preserve its presence on their home turf. I don’t think it’s over by any stretch” (DOW JONES NEWSWIRES, 12/1). In Portland, Helen Jung wrote Nike’s offer is “a pretty audacious swipe at [adidas]. Not only is Nike seeking to take away some of adidas’ soccer business –-which adidas practically considers its birthright, but it’s also looking to do that in Germany ... adidas’ home country” (Portland OREGONIAN, 12/3).