Now that the World Cup is finally over, brand marketers hoping to dominate consumers’ attention during the tournament will be analyzing the performance of every channel, creative asset and dollar spent along the way — and feverishly trying to connect their choices to incremental sales growth.
There are some things they won’t have been able to control. Adidas and Nike began the World Cup sponsoring 26 of its participating teams, but following the exits of Nike-backed England and France, Adidas was gifted an invaluable opportunity in the form of an all-stripes final. The brand marked the occasion with a film dubbed “La Final” highlighting its sponsored stars Lamine Yamal and Lionel Messi.
“Nike produced one of the most talked-about campaigns of the summer, but Adidas owned many of the tournament’s defining moments,” said Kerry Bradley, svp, Horizon Sports & Experiences. “When your athletes, teams and products are woven into the biggest stages in sport, every touchpoint, from broadcast and social to retail, begins to compound.”
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