How Nike Is Stealing Soccer From Adidias

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May 15 (Bloomberg) -- Bloomberg’s Brendan Greeley examines the race for soccer supremacy as Nike battles Adidas to outfit World Cup teams and grab a bigger share of merchandising. He speaks on Bloomberg Television’s “Bloomberg Surveillance.”

Depending on who is sponsoring what team.

It is a draw between adidas and nike this year.

It is.

Nike has been working hard to catch up.

One thing that has been happening the last 20 years, their intrigue to the market has driven up the price of sponsoring the top 10 teams.

If you look at the difference in 1994 between sponsorship for the top 10 in the bottom 22 in the world cup, he looked about like this.

In the last 20 years, the top teams have gone like this and the lord teams have gone like this.

Very smaller balanced.

France, for example, did not perform well in the 2010 world cup at all.

Her contract was up for were no.

Nike took it and paid more than ever before for mediocre team, but it is a large market and contracts for soccer jerseys are just not to be had now.

That is lopsided, the economics.

The adidas ceo spoke earlier this morning on the growing competition from nike.

This is a time period of 20 years and they are heavily investing in 20 years because they've realized football is back as the biggest sport in the world.

This is a head-to-head race be at basketball, running, tennis or whatever.

This makes those companies better.

What i found amazing is that adidas invented the sponsorship of pro athletes.

It'd never been done before until adidas started -- adidas likes to say they are a company of innovation.

They were founded by a simple cobbler, but he realized he of the falling apple moment in sports marketing when you realized you can give away shoes for free and then use that to drive sales.

That is very much in adidas invention.

One thing that -- nike has done two things right in the last 20 years.

One is, they realized the simple innovation, they made soccer cleats colorful.

Kids loved that, driving sales in early 2000. adidas has caught up.

The other thing they did was, the world cup was always adidas who was the company that invented sponsoring an event.

The olympics, the world cup.

The world cup is now long -- no longer the only global soccer event and that is a problem for adidas.

I went into an adidas store to buy a pair of running shoes and they said none of the shoes in here are for running.

It is all fashion.

How much does this morphed where now you just use partnerships to sell stuff?

That is what they're doing, but adidas and nike both have realized something smart which is puma went down the route of just selling fashion about 20 or's ago.

Puma is investing more heavily in actual sports gear now because you cannot sell leisure gear unless you're also clothing the applets that are winning.

Train wreck.




They're going out with lionel messey.

Are we anywhere near caring about soccer in america?

My goodness, yes.

I don't care about soccer.

It is religion in seattle.

I will tell you something that surprised me, america is adidas single biggest soccer market.

The sheer size of the american -- the money and all that.

Adidas sponsors mexico for one reason, which is it is american -- in your reporting, are we going to see finally an american interest in what goes on in brazil?

We are.

I will tell you what proves it.

Nbc has seen its viewership numbers with the premier league on saturday mornings spike.

There is interest in high-quality soccer.

Is there a rule when they fall down they cannot fake they are injured?


I don't know, are we in the italian leagues?

If someone in the new york rangers or montreal canadiens did that -- it is a whole different story in the playoffs.

How do you pronounce adidas?

Do the guys care?

I asked and they said both is correct.

It is completely legitimate to

This text has been automatically generated. It may not be 100% accurate.


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