Nike and Adidas Battle for World Cup

Global Business

Millions of football fans are waiting to see the world’s best players battle it out during this year’s World Cup in Brazil. But as Rachelle Akuffo reports  off the field, the battle of the brands between two sports heavyweights is also heating up.

World Cup rivalries can be passed on from generation to generation but every once in a while, an ambitious contender vies for the top spot. This summer, it’s Adidas versus Nike. German sports brand Adidas is the reigning champion when it comes to football branding, but American firm Nike is trying to tackle Adidas for its market share.

The 2014 World Cup marks the first time Nike will make more uniforms than Adidas, securing deals for ten of the 32 finalists.  The biggest bragging rights come from making uniforms for the team most favored to win, host nation Brazil. Not to be outdone, Adidas secured branding for rivals and second favorites Argentina, third favorites Germany and reigning World Champions, Spain.
Buying a winning player’s jersey could also spell big wins for both brands, who’ve secured deals with some of the tournament’s most popular players.

Adidas snapped up Lionel Messi and Robin Van Persie, while Nike scored with Brazil’s star player Neymar and World Player of the Year Cristiano Ronaldo. If it came down to a shootout though, Adidas might have the edge, especially as the World Cup’s official sponsor.

At 160 dollars each, the official World Cup match ball is helping Adidas netting a profit. But with football and the branding business, there’s always chance of heartbreak. Brazil’s weakening currency, the real, could stand between these sports giants and their goal of scoring huge profits this summer.

Nike, Adidas Battle for World Cup

Rachelle Akuffo reports on the battle of the brands between two sports heavyweights as the World Cup approaches.