http://reachhispanic.com/wp-content/uploads/2014/03/nike-vs-adidas.jpg

World Cup Marketing Strategy

Adidas Vs Nike

When it comes to soccer or futbol depending where you are from, there is not bigger stage than the World Cup. Major sporting companies such as Nike and Adidas spend up to 100 million dollars on just advertising their brands. The world cup is sponsored by Adidas and Adidas only. this means that Nike or Puma can not use the world cup in their market strategy. If you look closely at Nike's most popular commercial for the 2014 world cup you will see that no where in the commercial was the world cup shown or mentioned. 

https://www.youtube.com/watch?v=UYOV7NPuyp4

The commercial does do a good job at making it seem like it is representing the world cup but in reality they never once make reference to it.

Adidas has the rights to use the world cup in its commercials but is it really worth the millions of dollars just to publicise a few words and a golden trophy? If Nike can make the feeling of the world cup in their commercials and not have to pay the money Adidas is paying, who really wins? In my opinion I believe Nike won that battle because they still made the audience believe they are watch the world cup even though they are not. 

Even with the rights to the world cup Adidas did not take full advantage to what they had in my opinion, as you can see in this commercials. 

https://www.youtube.com/watch?v=Eu1BFo0ZqUY

Regardless it is a very good commercial. It shows the world cup being played but there is so much that Adidas could have done with the rights.  

The war between companies such as Adidas and Nike is not limited to only commercials, it also carries over to the apparel, countries, and players.

Cristiano Ronaldo gets paid 21 million dollars a year by Nike and all he has to do is wear their brand and participate in ads.

Messi on the other hand gets paid 20 million dollars a year by Adidas to wear their brand and participate in ads.

Nike and Adidas battle for countries to represent. For example Nike supplies USA, England, Brazil, Portugal,Netherlands, France, Australia, and a few others with Jerseys and other clothing. 

Adidas supplies Argentina, Germany, Spain, Mexico, Colombia, Belgium, Sweden, and a few other.

If the winner of the world cup is wearing a company's jersey the possibilities for ads are endless. 

Germany who was the winner of the world cup in 2014 was sponsored by no other Adidas,seeing that they are in fact a German company.      
http://www.brandchannel.com/home/image.axd?picture=2014%2F7%2Fadidas-germany-560.jpg

As you can see picture Adidas is everywhere in the image and is in fact the first picture on google images if you type in 2014 worldcup. 

To further the Nike/ Adidas world cup battle take a look at this video from Bloomberg.com

http://www.telegraph.co.uk/finance/10931235/World-Cup-2014-Nike-V-Adidas-scores-so-far.html

Shaun Degnan
St. Michael's College
Marketing 
1/25/15

This blog will be dedicated to the discussion on how business marketing influences the consumers and society of the world. Business marketing is an adapting and changing business. There are many different techniques that are used to try and sell an idea, product, or service.  Most of this information will be pulled from Marketing, 11^th Edition by Roger Kerin, Steven Hartley, William Rudelius. McGraw-Hill: New York, 2012. In the first two chapters of the text overview customer relations and developing a successful market strategy for a business. The book gives marketing the definition  of the activity for creating, communicating, delivering, and exchanging offers that benefit the customers, the organization, and shareholders. Almost every business has a marketing department where they are in charge of selling a product or service to customers.  It is the duty of a conscious consumer to know how marketing departments sell their materials. 

An example of a company that had a good marketing strategy is Old Spice. This deodorant company  transformed their image from what my grandfather used into a cool young company with a loyal following.

                                                1950*

2014


One aspect of market that I find very which how a consumer can become almost religious towards a company such as apple or nike. Over the years it has become the norm to wait in line for over 12 hours just to purchase the generation phone or new show edition. How does this happen? Good marketing teams and a good reputation are just some of the reasons for a cult like following. The strategy many companies like Apple and Nike use when going after new customers is not just the selling of their products but the selling of a life style. Having a iPhone gives the imagine of prestigious stature.Walking around in the Nike Air Max is a statement not just a shoe. It is crazy how much influence one brand can have on us. I know for example I will only buy Adidas soccer cleats but I do not know why. I like to product they are selling and I also like that the Adidas brand has more of a fucus around soccer, while Nike has more focus on other sports particularly in the United States.  This concludes the first blog of Marketing. I will continue my writing on the influence marketing has over its consumers and society in the next blog.  

Shaun Degnan
St. Michael's College
Marketing 
1/25/15