As the World Cup started, for the business world .. the battle of the logos also started. For the makers of boots and strip, like Adidas, Nike and Puma, the tournament is a chance to get their product before the eyes of millions of TV viewers worldwide. The companies know that the better their team does, the more screen time they get.
Numerically Germany’s Puma is the winner having signed up 12 of the 36 countries taking part. US firm Nike has sponsorship deals with eight teams. Adidas, also of Germany, has only six teams because many of its advertising partners, like European champions Greece, failed to qualify.
Brazil, which has won the event the most often – five times – play in Nike gear and the firm which has only been making team uniforms since the 1998 World Cup, has seen its earning rise in the time from 30 million euros a year to 1.2 billion.
Adidas will make the most money as it is the official sponsor so gets to sell this year’s specially designed balls.
From those alone it will make eight million euros .. and overall expects revenue to reach well over 800 million.