Nike and Adidas try different strategies at World Cup

While Adidas (ADDYY) spent an estimated $70M to sponsor the World Cup, Nike (NKE -0.5%) has gone on a different track to back the soccer stars themselves.

The best example is Brazilian forward Neymar who Nike backed early with a $7M/year contract and is one of the favorites to win the Golden Ball award as the tournament's outstanding player.

Social media watchers say the strategy of the Swoosh is proving just as effective as the costly Adidas investments.

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  • slam stocks
    , contributor
    Comments (1452) | Send Message
    I prefer the efforts of Nike involving Soccer/Football. Supporting a Team or Player than an entire tournament is more effective to advertise around that individual and uniform. Supporting the event will eventually return to the team or individual wearing Nike shoes and clothing.


    Football (national teams)


    Australia (since 2004) [125]
    Belize [126]
    Brazil (since 1996) [127]
    Croatia (since 2000) [128]
    East Timor East Timor
    England (since 2013)
    Estonia (since 1997)
    Greece (since 2013) [129]
    Hong Kong [130]
    India (since 2010)
    Indonesia (since 2007) [131]
    Netherlands (1997 - at least 2018) [128]
    France (since 2011) [128]
    Malaysia (since 2007) [132]
    New Zealand [128]
    Poland [133]
    Portugal [128]
    Saudi Arabia (since 2011)
    Serbia (since 2006) [134]
    Singapore [135]
    South Africa (since 2014)
    South Korea (since 1995) [136]
    Turkey (since 2003) [137]
    United States (since 1995) [138]
    Zambia (since 2004) [139]
    12 Jun 2014, 05:54 PM Reply Like
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