Adidas or Nike: Who is winning the World Cup brand war?

The Rio Report

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Nike v Adidas is an international rivalry to match England v Germany, but who has the edge going into the World Cup - the biggest marketing opportunity of the year?

THE PLAYERS

US sportswear group Nike is banking on its sponsorship of more of the world's best-known stars than Adidas in its battle to overtake the German firm as the sport's top-selling brand at its World Cup this summer.

Nike has signed six of the 10 most marketable footballers in the world, to just three for Adidas and one for smaller German brand Puma, according to a new ranking by sports marketing research group Repucom published on Wednesday.

[Read Repucom's full report here]

Portugal's Cristiano Ronaldo, sponsored by Nike, tops the Repucom ranking, with almost 84 per cent of people around the world saying they know the Real Madrid striker, helping to sell over one million shirts with his name on the back in 2013.

In second place is Lionel Messi of Argentina, front man for the Adidas campaign who scores 76 per cent global awareness according to Repucom - his marketability little dented by a mixed run of form for Barcelona this season.

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The appeal of the extrovert Ronaldo, who took the crown as the world's best player from Messi in January, is helped by his use of Twitter, where he has 26 million followers to just two million for the more shy and retiring Argentine.

Ronaldo probably helps sell shirts even when he isn't wearing one - he poses nude on the cover of the latest Spanish Vogue with his model girlfriend Irina Shayk - though the branding benefits are shared as Adidas sponsors Real Madrid.

"While it is primarily about performance on the pitch, a player's appeal is about a whole range of variables. With a footballer, you see everything, on the pitch and off the pitch, week in, week out," said Repucom founder Paul Smith.

"Athletes like Ronaldo have something unique that if you could bottle it and sell it, you would do nothing else."

Top 10 most marketable footballers

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Nike: Ronaldo, Pique, Rooney, Iniesta, Neymar, Ibrahimovic

Adidas: Messi, Torres, Casillas

Puma: Henry.

The verdict: Nike. Ronaldo rules, and Nike have the bigger names.

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THE ADVERTS

Nike has the better pedigree in this department - some of its previous football adverts have been true cultural moments, especially the 1998 effort which saw Ronaldo and pals have a kickabout in an airport.

This year's ad features Ronaldo - and Shayk - as boys playing football in the local park end up scoring a penalty in a huge stadium against their heroes, including others from the Repucom top 10 such as England's Wayne Rooney and Brazil's Neymar.

Adidas has retaliated with a new ad launched last Saturday which shows Messi dreaming about his rivals such as Bastian Schweinsteiger of Germany, Luis Suarez of Uruguay and Dani Alves of Brazil, none of whom feature in the Repucom ranking.

The verdict: Adidas. Nike's ad is more fun and vibrant, as well as having a sense of humour, but the Adidas one is better crafted and captures the gravitas of a World Cup just that bit better.

THE GEAR

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Adidas, which has long dominated the market for football boots, shirts and balls, is facing a fierce challenge from Nike, the world's biggest sportswear company that has only been a serious player in football for the last 20 years.

While Adidas has supplied the match ball for the World Cup since 1970 and has extended its sponsorship of the competition to 2030, Nike is for the first time kitting out more teams - 10 out of 32 finalists - including hosts and favourites Brazil.

Adidas, which is supplying nine teams including reigning champions Spain, as well as Argentina and Germany, expects to make a record 2 billion euros (£1.62bn) from football this year, still exceeding Nike's $2 billion (£1.19bn) of football turnover.

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"Football is the DNA of our company. We want to clearly show that we are number one in football," Adidas Chief Executive Herbert Hainer told journalists last week, adding Adidas expected to sell significantly more balls than at the last World Cup in South Africa four years ago and about as many shirts.

Hainer acknowledged that Adidas faced a "head-to-head" race with Nike in the football shoe market, but predicted Adidas would still sell 2 million pairs of special World Cup boots. Nike believes it has already overtaken Adidas in boots, including in its rival's home market Germany.

While Adidas will be supplying the German kit, many of the country's top players now wear Nike boots, with nine members of the team that started against Poland this month sporting Nike. However, Hainer dismissed suggestions Adidas had not signed the right stars, saying 14 of the 27 members of the German squad would be wearing boots with Adidas' trademark three stripes.

The verdict: Adidas. That official link-up with FIFA is too strong to ignore, even if Nike are making impressive headway.

Reuters

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