2015 Women'S World Cup Nike PK Adidas

Here world

Xiaobian of the network to introduce the world cup for women's football, Adidas lost to Nike.

After 16 years, the United States finally defeated Japan in the 2015 women's World Cup and won the championship again.

But in this decisive battle, the winner is not just the US team.

All kinds of brands will never indulge in the opportunity to win the public eye on this world stage.

According to the monitoring of social media companies, although Adidas is the official sponsor of the FIFA women's soccer World Cup, Nike is the biggest winner in the world cup.

On Monday, the US team defeated the defending champion Japan by 5:2 in the Canadian women's World Cup final, and won the trophy third times in 1991 and 1999.

The World Cup final of the women's football world has also been a success in the ratings. Over 25 million of the audience watched the US versus Japan match by Fawkes, breaking the 18 million 200 thousand people's record of the last year's men's soccer World Cup VS Portugal in the group stage, and the match also brought more than $17 million sponsorship income to Fawkes sports.

The final attracted a lot of eyeballs. It was more than two times the number of audiences in the last women's World Cup, and the American TV audience watching football matches at any time was more than ever.

This means that this competition is a great opportunity for consumer brands to pass on brand information.

As a matter of fact, many brands have indeed obtained many field logo and advertising resources, including Coca-Cola and Visa, all of which are the official sponsors of the FIFA World Cup.

But according to

Amobee Brand Intelligence, a marketing company, said Nike (Nike) was not even the official sponsor of FIFA, but in fact, it was the biggest winner in the final.

From the start of the competition, the company monitored the situation in social media for 6 hours.

The company tracks 2 million 870 thousand twitter related twitter information related to the US women's national football team and the women's World Cup.

Most of these messages (1 million 80 thousand) used the topic tag of #USA, and around 690 thousand used the topic tag of #USWNT (US women's national football team). Obviously, this game is full of American patriotism.

About 630 thousand of the information used tags related to the game itself, and about 98 thousand of the information was used in the #FIFAWWC (FIFA women's World Cup).

In these information, Nike also accounted for a large proportion of the proportion.

According to Amobee, Nike is the most frequently mentioned brand in the twitter information before and during the competition.

Around the world cup on Sunday night from 7 a.m. to 11 a.m. on Monday, there are 26 thousand twitter related messages related to Nike, while only 2453 of twitter related messages are available in the same period.

Amobee said that between June 6th and July 5th, the correlation between Nike and the world cup exceeded Adidas (Adidas) by more than 121%.

The following is a real-time twitter around the us winning the World Cup:

This is a heavy blow for Adidas, because it is the official jerseys sponsor of the FIFA World Cup.

But Nike is only a sponsor of the US women's national football team, but the actual result is enough to show that the deal is more cost-effective and more influential.

In addition, Nike has launched an advertising blockbuster with many American players. In order to make the marketing activities more accessible, Nike has used twitter tags containing #NoMaybes (no possibility) to expand its spread on twitter.

According to Amobee, twitter messages with #NoMaybes topic labels reached about 10 thousand in the United States on Sunday night from 7 to 11 a.m. Monday.

And Adidas's football related topic label is #BeTheDifference.

Amobee, a marketing company founded in 2005 and bought by Singapore Telecom (Singtel) in 2012, added that the first "hat trick" American midfielder Kari Lloyd (Carli Lloyd) was the most frequently mentioned player in Twitter's history in 16 minutes, with more than 120 thousand twitter messages referring to her name.

Against certain backgrounds, she was mentioned more frequently in social media than in the 30 professional baseball teams on the final day. 200%.

While Nike is the sponsor of the US national team, many American women's players have other sponsorship agreements, which has played a very important role in the promotion of these brands.

Christen Press is the new brand spokesperson of the US professional sunscreen brand baby Coppertone. Veteran Abby Wambach has signed a personal sponsorship agreement with Gatorade and Panasonic brands. Goalkeeper Hope Solo has always been the central figure in Nike football marketing activities.

Recently, Adidas has been struggling in the United States. Its market share of sports shoes has been lower than that of its competitors Nike. In sportswear, Adidas's market share is lower than that of Nike and Armour (Under Armour).

Adidas is a sponsor of the MLS, but after its expiration with NBA next season, Adidas will no longer be the official sponsor of any of the three major sports alliances in the United States.

The German sports brand is still the most relevant brand in the world, but the United States is the only market with no competitive advantage.

Nike has made great progress in the field of football. The two brands have been competing fiercely in the United States to compete for market share.

Nike sponsors C Luo, Adidas sponsors Messi, Nike has sponsored 11 national teams to participate in this women's World Cup, and Adidas has sponsored 6.

Although Adidas is lagging behind

But for Adidas, the world cup is not a total failure.

In terms of digital media, Amobee ranked the brand among the second brands that are related to this year's World Cup. The rest of the top 10 brands are Chevrolet (Chevrolet), Coca-Cola (Coca-Cola), Visa, Budweiser (Budweiser), AT&T, KIA (Kia Motors), Marriott (Marriott) and billion (Mondelez).