World Cup winner announced early: Adidas
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.

World Cup winner announced early: Adidas

With 2.5 billion fans worldwide, football (or “soccer” as it’s also known) is the world’s most popular sport by a long way. Number two, cricket, has a full billion fewer fans. It’s a safe bet that many of those fans will be tuning into the final of the World Cup, taking place in just a few days. However, Dominion has been able to follow special coverage that has already announced the winner: Adidas.

wc 1 130718

There are lots of ways to measure sponsorship success: who sponsored the winning team? Who sold the most jerseys? Who had the most popular advertising campaign? Now, pollsters at YouGov have found another way to gauge victory and defeat: through consumer perception.

YouGov measured the positivity and negativity of speech around Adidas and Nike during the World Cup period, and the results are clear-cut: it was a close contest, but Adidas pulled ahead in the last week to a 3-point advantage.

That’s true as to how much people are speaking about the brands too – it’s been close, but over the last couple of weeks, there have unquestionably been more discussions about Adidas than Nike.

wc 2 130718

YouGov notes on its blog that measuring consumer sentiment touches “all the aforementioned metrics” (sales, ad popularity, and the success of which team is being sponsored), making it, presumably, a better metric to judge overall success. It also notes that: “Adidas and Nike are both scoring points.”

However, in the final estimation: “Tournaments aren’t particularly good at producing ties. Generally speaking, there’s the champion and there’s everyone else.” Having maintained a lead over its rival for the majority of the World Cup, that champion can only be Adidas.

Disclosure
Dominion holds Adidas 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.