For many, the World Cup is a tournament between 32 national soccer teams competing to be the best on the planet.
For all the marketers out there, it has become an epic branding tournament between two of the world’s biggest sports-apparel brands: adidas and Nike.
Since 1970, when adidas became a FIFA partner and official sponsor to the World Cup, it has grown into a worldwide, undisputed soccer-apparel company. But for the last 20 years, Nike has attempted to change that. Nike has tried to replace adidas as the world’s leading brand for soccer gear worldwide.
Now, every World Cup, billions of people tune in as adidas and Nike sponsor national teams, sponsor world-class players, and execute their elaborate marketing plans… all in order to establish themselves as the best soccer-apparel company in the world.
Who do we think is going to win this year’s branding tournament? Check out this snappy overview of our analysis:
Surprised? Or was that the answer you expected all along? Let’s take a closer look at how and why adidas is our 2018 World Cup of Branding favorite (Source).