Live sports' indefinite hiatus is "forcing Adidas to recreate those events that have been canceled in video games," according to Seb Joseph of DIGIDAY. Since the start of April, Adidas has been "streaming matches for the 'Uncanceled Cup' between 12 footballers and 12 celebrities" on its Facebook Live, Instagram TV and YouTube Live profiles in Turkey. Each match is "filled with Adidas branding, from its logo on both the in-game ball and kits to the players themselves wearing its apparel when they're on screen." Adidas' agency, Wunderman Thompson Turkey, also is "creating teasers and game summaries fans are accustomed to seeing around a live sporting event." Adidas is "only able to have its logo in FIFA 20 because it has a deal with the game's developer Electronic Arts." Anzu CEO Itamar Benedy, whose firm serves as a vendor for in-game ad inventory, said that deals like this can "range from $500,000 to multi-millions depending on the game, the advertiser, and the length of time." Benedy: "What Electronic Arts and Adidas can afford to do, 99% of the developers and the advertisers cannot do." Joseph reported plans are "already underway to produce another tournament" in partnership with PlayStation. Adidas also plans "similar moves in other markets" (DIGIDAY.com, 5/13).
