Nike, Adidas Spend Millions to Win 62 Million U.S. Soccer Fans During World Cup
Updated
Updated · The New York Times · Jul 9
Nike, Adidas Spend Millions to Win 62 Million U.S. Soccer Fans During World Cup
3 articles · Updated · The New York Times · Jul 9
Summary
Nike and Adidas are pouring millions into U.S. marketing during the World Cup, treating the 39-day tournament as a pivotal fight for soccer’s future in America.
The two sportswear giants see matches across 11 U.S. cities as their biggest chance in more than 30 years to lift the sport’s profile and sell more jerseys, boots and other merchandise.
Their push targets a fast-growing market: Nielsen says more than 62 million people already follow soccer in the United States, making it the world’s fourth-largest soccer fan base even before World Cup viewership surged.
At least a dozen brands, including Puma, Umbro and Reebok, are competing for attention, but Nike and Adidas have emerged as the dominant corporate rivals in the tournament’s commercial battle.