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Nike VS ADI &Nbsp; South Africa World Cup Let ADI Break A Game.

2010/7/1 16:47:00 17

All along, as

World Cup

The exclusive sponsor, sports brand Adidas is no doubt sad. From the 5 World Cup in the 1990 World Cup in Italy, Adidas's team only won 2 Championships.

Sadly, their "exclusive" status has been repeatedly confused by Nike in various competitions. In 02 years, Nike built a Nike village in South Korea, which led 70% of the fans to think that Nike was the sponsor of the world cup. In the 04 year, the advertisement of Nike star Rooney and C Luo flooded the entire street of Portuguese teeth. In 08 years, Nike also seized the main camp of Europe, which accounted for 35% of the football market and 31% of the market share.

Years of frustration.

Adidas

I tried to break a game in this year's World Cup in South Africa.

Especially from 09 years, the shoe brand Adidas's performance is always not ideal. According to statistics, the profit in the 09 year has declined by 62% to 245 million euros, and the annual sales have dropped by 3.9% to 10 billion 400 million euros.

This makes Adidas's determination to win the world cup marketing campaign even more intense.

He spent 12 dollars from the host country of South Africa, German chariot, Spain and Mexico to spend $350 million on tribute to FIFA, and to increase German sponsorship fee to 20 million euros.

Adidas has made a huge stake in the South African battlefield.

Today, the whole situation is probably clear.

It can be said that this Adidas brand's hard work has been rewarded.

So far, the top players in the shooters are all Adidas sponsored players: Gonzalo Higuain, Robert, Muller, David Villa and Suarez who scored 4 goals.

At the same time, Adidas's team occupies half of the eight top teams. It can be said that in South Africa's green field, Adidas almost grabbed all the limelight.

and

Nike

The brand seems to be a bit dissatisfied.

Many of its famous stars did not attend the world cup or had no choice but to go out. C Luo has become the only fruit they have left. How long can this "big fruit" last and the prospect is not optimistic.

Before the start of the world cup in South Africa, it was also predicted that Nike's guerrilla war would be a "sponsor of the sponsors" this year.

However, FIFA has had a long cut this year.

FIFA has opened up a new "isolation zone" to curb companies who did not spend money on the official sponsors' qualification, so as to restrict some enterprises from advertising near the stadium and invite agencies to help enforce laws in these areas.

At the same time, FIFA also urged the South African government to improve relevant laws and regulations, such as trademark law, to create a good legal weapon against the attackers, and to seize trademark and design patents such as "South Africa 2010" and "World Cup 2010", so as not to give potential attackers any opportunity.

In addition, hang out the ban list: 1, prohibit the wearing of clothing with logo of commercial dissemination intention in the world cup venue; 2, prohibit the use of FIFA official logo on commercial names and signs, such as "South Africa 2010 Travel Company"; 3, prohibit the use of FIFA official logo on commercial names and signs, such as "South Africa 2010 Travel Company"; 4, prohibit advertising on the world cup venues and venues.

A series of prohibitions, even if no way to completely kill the "World Cup marketing edge ball", can erase most of it.

Nike's layers of control, Nike's consistent marketing tactics have reached the point of no breakthrough, and the few remaining teams are dying.

ADI VS Nike, this world cup, who can win the final victory, we will wait and see.