Nike and Adidas: Sponsorship in soccer teams and players

Nike and Adidas have been the sponsors for many athletes and teams over the years and are recognized as 2 of the biggest sportswear companies in the US and worldwide. They have been fighting for years to have the best athletes and the best teams in different sports like soccer, basketball, baseball, and tennis, to name a few.
We can see how they target very similar consumers, for example in European soccer we can see how they have sponsorship of some of the biggest clubs. Nike has teams like: Barcelona, Paris Saint-Germain, Manchester City, Inter de Milan, and AS Monaco. In the other hand Adidas had teams like: Real Madrid, Chelsea, Bayern Munich, Manchester United, and AC Milan. This shows how Nike and Adidas are constantly competing with each other to sign the best clubs in Europe in order for the fans to see their brand and their advertisements in places like these teams stadiums.
But this brands not only sign sponsorship agreements with clubs, they also sign with national teams, which are represented in tournaments like the world cup that’s played every 4 years and it’s seen by millions of people. Adidas has signed teams like: Germany, Spain, and Argentina, while Nike has teams like: France, England, and Brazil. This agreements, are one of the biggest ways that brands like Adidas and Nike use to get to the consumers, and the fact that their favorite athletes wear this brands make the people want to buy their products.
There are other ways in which Nike and Adidas make these athletes wear their products, they also sign contracts with athletes for them to wear their products even when they are not representing their team. Examples for this are seen in every sport, but to continue talking about soccer, we can see that for example Nike has signed players like: Cristiano Ronaldo, Neymar da Silva, and  Wayne Rooney, while Adidas has: Lionel Messi, Paul Pogba, and Mesut Ozil. The reason why this is very useful for this brands, is since they started producing a “casual” clothing style, and having athletes wear this when they are in their free time makes consumers start wanting to get this products as well because they want to look like their idols.

This is a great strategy that they are using to target their clients, since they are expanding their target to consumers that want to get “casual” clothing and has shown to be a great way for them to display their products. One factor that has also helped this strategy to be very useful is the use of social media, because the fact that these athletes post pictures in social media of them wearing Nike and Adidas products that consumers can easily see because they follow them, makes the consumers more likely to buy their products. The reason why these sponsorship with particular athletes has grown so much lately has a lot to do with social media, and how social media has grown and is one of the best ways to target the new generations.

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