SBD/July 14, 2014/Marketing and Sponsorship

Adidas Emerges As World Cup Winner, Renews Partnership With Mexico National Team

adidas released a spot titled "The Final" ahead of yesterday's match
With two adidas-sponsored teams, Germany and Argentina, making the '14 FIFA World Cup final, the company "cemented its status as the biggest global soccer brand" over rival Nike, according to Claire Atkinson of the N.Y. POST. Marketing experts said that adidas also took the "top prize as the standout brand in the tournament." Sports and entertainment experience company Goviva President Robert Tuchman said adidas was the "overall winner hands down.” Atkinson wrote as if "money-losing Sony needed another embarrassment, the official World Cup partner lost to Apple-owned Beats in the headphones sweepstakes" (N.Y. POST, 7/12). In England, Vaishali Bhardwaj wrote adidas "are no strangers to producing pretty epic football adverts," so it is "no surprise" that the brand released a spot titled "The Final" ahead of yesterday's World Cup final. The ad calls on both sets of players to "give everything and regret nothing" (METRO.co.uk, 7/13).

SALES KICK: FORBES' Darren Heitner reported adidas has "extended its contractual relationship to support" the Mexico National Team through '22. adidas America Soccer Dir Ernesto Bruce said, “For us in the U.S., Mexico is our No. 1 selling jersey; Germany and Argentina are tied for second place in terms of total volume. We’ve had a 30% increase in overall sales of Mexican National Team jerseys from the 2010 World Cup to this World Cup” (FORBES.com, 7/11). The AP's Anne Peterson wrote after Germany's victory over Argentina yesterday, companies that "produce soccer-related merchandise are already winning" (AP, 7/12).
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