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SBD Global/January 6, 2014/Marketing and Sponsorship

Adidas, Nike Stage Battle For Visibility At 2014 World Cup

Adidas is one of six sponsors considered a "partner" for the 2014 World Cup, according to CLARIN. The other "partners" designated by FIFA are Hyundai-Kia Motors, Visa, Sony, Emirates and Coca-Cola. These sponsors are "established within stadiums, but nowhere else." The rest is "up for grabs." This is where Nike "will battle." At the 2010 World Cup, 12 teams were sponsored by adidas, nine by Nike, six by Puma and "just five by other brands." Heading into Brazil 2014, Nike "has jumped and will sponsor 10 teams, compared to eight for adidas and eight for Puma" (CLARIN, 1/5).
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