"Europe Cup" staged a brand battle

The Dutchman in the orange shirt and the Teutonic Legion in black and white trousers, this is the highlight contest of the European Cup death team, which is also a rich sports business topic. This is a full-fledged conversation with the two birthplaces of football. This is also the competition between Nike and Adidas.

In the category of football sports, traditional fans are somewhat ignorant of Han. Regardless of Wei Jin, adidas dominated the world for nearly half a century. It wasn’t until Nike started to enter football in 1994 that this closed market was gradually opened. In 1996, Nike signed the Brazilian national team to find a series of advertisements shot by John Woo, so Adidas finally ushered in a competitor with enough weight.

Nike's aggressive marketing practices have brought a lot of new ideas in resource acquisition. After Brazil and Ronaldo, Ronaldo of Portugal became their spokesperson. A few years ago, even Nike had announced that he would sign a contract with the German Football Association. The American brand that struck the sea directly sponsored the football sponsorship and burned it to the adidas back garden. In the end, this attempt was unsuccessful, but Nike still won the French team sponsored by Adidas. The current European Cup, the French team's retro jersey, is Nike's work, the total amount of cooperation is said to be as high as 300 million euros, and in 1996 Nike and Brazil's 10-year contract, when the value of 100 million pounds. In the competition between the two major sports brands, the volume of the football sponsorship market is also expanding.

According to data from some market research companies, sports brands use football as the main battlefield for competition. They have a good basis: football has more than 2 billion audiences worldwide, and basketball stands behind it with 1.2 billion; it sponsors well-known teams and stars and puts its own logo on it. And the combination of products and these teams and individuals can bring direct promotion to brand awareness and product sales.

Experts pointed out that this year's top football big show in the European Cup can bring more than 5% annual sales growth for sports brands. According to third-party estimates for the global football product market, overall sales in 2012 were about 4 billion euros, of which Adidas accounted for 38% of the market share, Nike catch up very quickly, has reached 35% of the market share.

However, in the traditional football market in Europe, adidas' brand appeal and product loyalty are still difficult for Nike to surpass in the short term. Even in the global market, Adidas behaves more like a European nobleman. The data circulating from Adidas is that in 2012 they hoped that the sales of football-related products could exceed 1.5 billion euros, and that the Polish and Ukrainian European Cup must be used as an official marketing sponsor. In the European Cup, there are six teams wearing three bars of Adidas: defending champions Spain, Germany, host Ukraine, Russia, Denmark and Greece.

Nike's market tone is more high-profile. They claim that Nike's football-related product sales have reached 1.8 billion US dollars (1.43 billion euros) in 2011, and Nike as a sports brand, the overall sales in 2011 has exceeded 20 billion US dollars. (159.6 billion euros), far above Adidas. In this European Cup, Nike sponsored five teams, namely the Netherlands, France, Portugal, Croatia and another host Poland. Just Nike and Umbro as a support team - Nike completed its global acquisition four years ago. Umbro's three European Cup sponsorship teams are England, Sweden and Ireland.

Another German sports brand, puma, has a blood relationship with Adidas. In this European Cup, they sponsored two Italian and Czech teams.

In Europe, because Adidas has always pursued a model of cooperation with official agencies, they are inextricably linked with FIFA and UEFA. Among the sponsored clubs are Real Madrid, Bayern Munich, AC Milan and Chelsea. Liverpool these giant clubs. Therefore, in the traditional understanding of Europeans, Adidas has a more culture of football culture, and the product gives people an impression, but also more traditional and heavy, but relatively conservative in the overall marketing, so many market observers feel that Nike replaced Adidas football The position of the boss is likely to happen in the next decade.

The more fierce brand competition, the more benefit the fans will benefit. The more popular football is, the more benefits the brand will benefit. In this European Cup, the number of jerseys sold throughout Europe will reach 7 million. Therefore, sales of football products during the European Cup are estimated to be above 500 million Euros. This is a football festival and a sports brand festival.