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