Nike and Adidas fight for European football dominance

Nike has almost caught up in Europe

Nike has 14.6 percent of the sports market, while Adidas has 11.4
%. In Europe, the German company can – for now – still hold off Nike, with 13.2 % versus 12.4 %… but
Nike’s first fiscal quarter of 2013 (ending 31 August) saw its turnover grow 8
% in Europe, while Adidas had lost 7 % in the same period.

Adidas has been present in the footballing world for forty years: the
three-striped logo has featured on many shirts and Adidas has been the ball supplier for world and European
championships for decades. The goal for 2014 is to get revenue of at least
2 billion euro from football, lifting the total group
turnover to 17 billion euro by 2015.

Nike entered the footballing market
in 1994, when the world championship was held in the United States and the
sport’s importance grew within the American company. It has gained on Adidas
ever since, striking large deals with clubs like Manchester United and FC
Barcelona. Analysts estimate the total 2015 revenue around 22 billion euro, but the company does not divulge branch-specific
numbers.

Both companies will be focusing on sponsored teams and players during the
world championships. Stars like Messi and Özil (and their
national teams) are sponsored by Adidas, while Nike can boast with the
Brazilian Seleção and the Dutch national team. The Belgian Red Devils are not
picking either side: it is the only team at the world cup sponsored
by Swiss Burrda.

(Translated by Gary Peeters)