Adidas Turning To Tumblr Page For UEFA Euro 2012 AdsPublished June 11, 2012
MAY THE BEST BRAND WIN: REUTERS’ Nivedita Bhattacharjee noted Nike and adidas are vying “for the top spot in selling gear for the world's most popular sport.” adidas has been associated with soccer “since the German company was founded in 1949.” Nike, whose roots “date back to the 1960s, did not enter the soccer business until 1994.” Just two years later, it “scored an impressive goal when it signed Brazil's national team to a sponsorship deal.” The most recent sponsorship battles between adidas and Nike “were fought over the German and French national soccer teams.” adidas “managed to keep its home team, but France was won over by the money Nike offered.” Some experts said that adidas is “defending not just its merchandise sales against Nike, but also trying to safeguard its history and prestige in the sports world.” Nike, with annual sales of more than $20B, said that in FY '11 it “had $1.8 billion in sales from soccer.” adidas sponsors six of the 16 teams taking part in the tournament, compared to Nike’s five. Nike unit Umbro “will outfit three teams” (REUTERS, 6/8).
SPONSORS WEARY: BRAND REPUBLIC's John Reynolds reported that sponsors of Euro 2012 are "'on red alert' as they seek to avoid any association of their brands with reported cases of racism in the Ukraine during the tournament." BrandRapport Dir Sports Marketing Nigel Currie said, "This is obviously a concern for brands. It goes without saying they don't want any sort of controversy or nastiness, or anything that detracts from the game." There is no indication that UEFA sponsors are pulling back on activity because of the threat. However, there "is a sense" that the tournament has been overshadowed by the Olympics and the Queen's Jubilee, which has meant "brands have found it difficult to get standout" (BRANDREPUBLIC.com, 6/8).
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