Adidas knocks Nike out of UEFA Europa League
Soccer’s UEFA Europa League is down to its final two teams – Manchester United and Ajax Amsterdam. But, despite the final having not yet been played, investors already know the winner: global sporting apparel and footwear brand Adidas.
The ongoing sponsorship war between Nike and Adidas is as much a fixture of the football world as any of its multi-millionaire athletes. And, while there are other players in the game – Under Armour, Puma – it is Nike and Adidas that have come to dominate it.
This time around, Adidas has scored the proverbial hat trick: it is sponsoring both of the teams in the final. This means, whoever wins, Adidas already has: it is the brand that will gain the most exposure in an event that, last year, saw 6,746,192 European football fans tune in.
Adidas’ share price has risen by 22% so far this year
SOURCE: Yahoo Finance
Adidas is having an excellent year in soccer sponsorship. As well as the UEFA Europa League finalists, it sponsors both of the teams that will compete for the Champions League tournament (Juventus and Real Madrid), and winners or soon-to-be winners of three of the world’s biggest national soccer leagues (in Italy, Germany and the UK).
Such a dominant performance is unusual in the soccer sponsorship world, but there is little doubt that it will increase the brand’s visibility considerably. Nike, meanwhile, will have to console itself with Cristiano Ronaldo. While the Portuguese superstar, as a member of Real Madrid, will be wearing an Adidas top, players are allowed to choose their own boots. And Ronaldo’s wearing Nikes. This will be small consolation for the company, but perhaps not so small – Ronaldo is, after all, possibly the biggest star in international soccer today.
Dominion holds Adidas and Nike in its Global Trends Luxury Fund.
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