Photo Credit: Nike Write the Future Timeline
Nike and Adidas, the two largest rivals for soccer gear worldwide, implemented two very different marketing schemes to attract attention for the 2010 World Cup. Adidas became the official sponsor; the referees wear Adidas, footballs are Adidas-branded also televised ads for football apparel during matches was only for Adidas. Conversely, Nike used ambush marketing. Nike created a 3 minute TV commercial called “write the future” that featured the world’s best soccer players with an intriguing cliff hanger ending. Here’s a link to the commercial.
The success of Nike’s campaign was indisputable. Following the initial airing of the commercial, followers of the Nike brand doubled in online media and the commercial was viewed by over 20 million people.
Adidas did not have close to as much success. Everyone believed that the World Cup was sponsored by Nike. Nike’s profits rose by 30% whereas Adidas’ rose by 12%.
Although Nike’s tactic of ambush marketing is not as ethical as Adidas full sponsorship, it clearly worked out for them. From this, I believe it is evident that ambush marketing is a huge threat for companies to sponsor world sporting events.
The World Cup Brand winner: Adidas or Nike?