Adidas knocks Nike out of UEFA Europa League
Select language to see a machine translation of this article. The original language of the Article is English and the translation is provided for your convenience.

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

adidas1505

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.

Disclosure

Dominion holds Adidas and Nike in its Global Trends Luxury Fund.


If you would you like to receive the Newsfeeds daily, please click here to sign up now!

Help us make this Newsfeed better by rating this article. 1 star = Poor and 5 stars = Excellent
0.0/5 rating (0 votes)

Disclaimer
The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.