Nike'S Sky Price Contract Captures French Hearts

Last Friday, the French Football Association held a press conference to announce that from 2011, Nike will replace Adidas and become the sponsor of the French national team. The contract will continue until 2018 when the world cup ends. The total amount will be 320 million euros, which has also created a new historical record in the international football field, making France the "first rich" in all the world's national teams.

From January 1, 2011, Gallus males earn an average of 42 million 660 thousand euros a year from Nike. According to the French team's performance in international competitions, Nike will also provide a lot of extra bonus, which is much higher than Adidas's current sponsorship contract of 10 million euros +200 euro (Bonus) per year.

At present, the highest value of the national team sponsorship contract is the England team. They get about 30 million euros from UMBRO every year. However, due to the England team coming out of the European Cup, some additional clauses will be activated, so England can not actually get the number, and Nike currently has the highest sponsorship in Brazil, which is no more than 13 million euros a year, so the new contract signed by the French team is undoubtedly the first price in the world football field today.

According to E Oscar Wright, President of the French Football Association, Nike, Adidas and the French local Airness compete for the bid. Adidas has sponsored the French national team since 1972, so it has increased its investment. The total bidding amount is about 200 million to 250 million euros. This time, Nike is now losing more money. More than 300 million of the bid has opened a collective meeting within the French Football Association, and the sponsor has been changed.

In the statement issued by the French Football Association, he expressed heartfelt gratitude for the cooperation between Adidas and France for nearly 40 years. "In the cooperation with Adidas, the national team has achieved great success in the international competitions such as the European Cup and the world cup. We hope that this long term cooperation will have a beautiful end in 2010."

Escart also seemed very satisfied with the new contract. "I can assure you that this will be a success. It will benefit from the development of France and the whole French football."

However, Adidas executives said: "we are very frustrated, but this is the law of the sporting goods market, the high bidder wins."

He said Adidas has done its best.

In his view, even losing the qualifications of French sponsors would not change Adidas's position in the French market, "we don't just pay attention to football."

This time, we can beat Adidas and France to sign a contract, and Nike has made a great breakthrough in marketing. At present, Nike's sporting goods sales share is far ahead in the world. But in the field of European football, Adidas, which has a strong history foundation, still occupies more than 60% of the market share. Today, when Nike President Parke took office in 2006, she set a policy of hitting the home of the Adidas home - Europe.

Last year, Nike bought UMBRO at a cost of 285 million pounds. It has become a real sponsor of England. Now it has grabbed France from Adidas.

Although Adidas is still the official partner of the world cup and the European Cup and other major football matches, Nike's influence in European football has begun to expand from the club to the national team.

Nike's chief of management in France, Duchess, described the signing as "a good opportunity for Nike to win an excellent opportunity to catch up with Adidas's brutal war". He said that at present, the brand recognition rate of Adidas in France was more than 60%, while that of Nike was only 42%. When the contract came into force, he hoped that this situation could be reversed.