Greatest Sporting Brands Fight it Out at the 2010 World CupThe June 22, 2010, By Harley Reid
The 2010 World Cup is as much a battle between the biggest corporate brands as it is between the greatest football players. Two of the biggest names having it out are Nike and Adidas. ;
In one corner sits Adidas, who is without a doubt the grandfather of football. For over 40 years, Adidas has been the main sponsor between international football in general, and European football in particular. However, this World Cup there is a new rival in the other corner. Nike has made a name for itself as an aggressive marketer, and both are vying the crown, and for billions upon billions of dollars. Sports analysts say that Nike is a master of ambush marketing, and that that is partly the reason how it managed to push its way into the football market with surprising speed. They began it in the Los Angeles Olympics, which were sponsored by Converse. Nike took over all sorts of building in central L.A. and put signs and banners all over them. Whether in official capacity as official sponsor or not, Nike always finds a way to get its name out.
However, the same can be said for Adidas, who is not a company that is about to fade from the public eye any time soon. Before the competition began, Adidas had already set high goals for itself, aiming to top the previous record achieved in 2008, with sales of over $1.3 billion Euros. Football is far from being the greatest sport there is in America, as it is in Europe. At this year’s World Cup, Nike is sponsoring nine teams, its most ever, including the US, England, Portugal and Holland.