Two Famous International Sports Brands Compete For European Cup

The aggressive marketing method has brought a lot of new ideas in resource acquisition.

After C and Ronaldo, Portugal's C Luo became their spokesman.

A few years ago, even Nike had to sign a contract with the German Football Association. The US brand that crossed the sea directly fired the football sponsorship war into Adidas's back garden.

Ultimately, such an attempt was unsuccessful, but Nike still won the previous French team sponsored by Adidas.

In this European Cup, the French team's Retro Jersey is Nike's work. The total amount of the cooperative paction is said to be as high as 300 million euros, while the 10 year contract between Nike and Brazil in 1996 was worth 100 million pounds.

Under the competition of the two sports brands, the volume of football sponsorship market is also expanding.

According to the data of some market research companies, the sports brand takes football as the main battlefield of competition. It has a full basis: football has more than 2 billion audiences worldwide, and basketball is closely followed by 1 billion 200 million.

Sponsoring famous teams and stars, combining their logo and products with these teams and individuals can promote brand awareness and product sales directly.

Some analysts pointed out that this European Cup's top football show could bring more than 5% annual sales growth to sports brands.

According to the projections of the third parties for the global football product market, the total sales volume in 2012 is around 4 billion euros, of which Adidas occupies 38% of the market share, and Nike is catching up very fast. It has reached 35% of the market share.

However, in the traditional football market such as Europe, Adidas's brand charisma and product loyalty are still difficult to surpass in Nike in the short term. Even in the global market, Adidas behaves more like a European aristocrat.

The data from Adidas is that in 2012 they hoped that the sales volume of football related products could exceed 1 billion 500 million euros, and the European Cup in Ukraine, Poland, must be a marketing opportunity fully utilized by official sponsors of events.

In the European Cup, there are 6 teams wearing Adidas's three bars: defending champion Spain, Germany, host Ukraine, Russia, Denmark and Greece.

Nike's market tone is even more pronounced. They claim that Nike's soccer related products sales have reached 1 billion 800 million U.S. dollars (1 billion 430 million euros) in 2011, while Nike, as a sports brand, has over 20 billion dollars (15 billion 960 million euros) in 2011, far above Adidas.

In this European Cup, there are 5 teams sponsored by Nike, namely Holland, France, Portugal, Croatia and another host Poland.

Just Nike and UMBRO (Umbro) such a support team - Nike completed the global acquisition of UMBRO 4 years ago.

UMBRO's 3 European Cup sponsorship teams are England, Sweden and Ireland.

Another German sports brand, Puma, and

With blood ties, they sponsored two teams in Italy and Czech in this European Cup.

In Europe, because Adidas has been pursuing the mode of cooperation with the official agencies, they are closely related to FIFA and UEFA. The clubs also include Real Madrid, Bayern Munich, AC Milan, Chelsea and Liverpool.

Therefore, in the traditional understanding of Europeans, Adidas has more football culture. The impression that products give to people must be more traditional and heavy. But in the overall marketing, it is relatively conservative. Many market watchers feel that Nike's status as Adidas's top soccer player is likely to happen in the next ten years.

The more fierce, the more fans will benefit.

The more popular football is, the more benefits the brand will benefit.

The European Cup will sell 7 million shirts throughout Europe, so the estimated sales volume for football products during the European Cup is almost 500 million euros.

This is a football Festival and a sports brand holiday.