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Adidas gets better breaks than Nike at World Cup

  • Adidas (ADDYY) is the uniform sponsor of both teams playing in the World Cup final and saw three of its endorsers - James Rodriguez (Columbia), Lionel Messi (Argentina) and Thomas Mueller (Germany) - top the list of goalscorers for the tournament.
  • The German company hasn't been specific on the hundreds of millions it spent on World Cup marketing, saying only it expects a "modest increase" in sales costs this year. For the year, Adidas thinks it can bring in at least $2.7B in soccer sales.
  • Nike (NKE) had a lot riding on Brazil and its 22-year old star Neymar, although analysts think the disappointing exit by the Selecao will only have a mild impact on soccer sales.
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