The big sportswear brands have their biggest stakes in individual athletes. Not a day passes when we don’t see some big sports star on our TV or computer screens.
The 2010 World Cup in South Africa was the last for David Beckham; it was also supposed to be the big debut for stars like Kaká, Messi and Cristiano Ronaldo. With Beckham on the sidelines before the tournament even began, and the rest of the sport’s stars bowing out too soon, we reached the World Cup final with other figures who, starting Monday, will be in good shape to demand much more money from their sponsors. They’ve earned it.
The three main sportswear brands- Nike, Adidas and Puma – were surely disappointed to see their big stars out of the final. They’ll “only” be watching “their” teams duke it out.
In fact, the quarterfinal lineup seems like it was tailor made so that the big three could balance their budgets:
- Holland (Nike) – Brazil (Nike)
- Uruguay (Puma) – Ghana (Puma)
- Argentina (Adidas) – Germany (Adidas)
- Paraguay (Adidas) – Spain (Adidas)
Adidas already knew it would see one of its teams in the final, while Nike and Puma, on the other hand, were left to fight it out in the semifinals. After Sunday’s game, one of the big brands could keep winning after the game. Game results go hand in hand with immediate profits. For example, after England was eliminated from the World Cup, the price of an England team jersey dropped from £ 40 to £ 28.
There have also been lesser-known brands represented in this World Cup: Umbro (England), Joma (Honduras), Brooks (Chile), and Legea (North Korea). These last three have surely gained a higher return on investment than they expected when they negotiated their contracts with their respective teams.
This post is also available in: Spanish