NEW YORK/LONDON: When England and Spain face off in Sunday's Women's World Cup final, there will be more than sporting pride at stake. A potential multimillion dollar sales boost is also on the table for the winning team's sponsor - Nike, or Adidas. Sports sponsorship is a huge driver of sales for apparel
NEW YORK/LONDON: When England and Spain face off in Sunday's Women's World Cup final, there will be more than sporting pride at stake. A potential multimillion dollar sales boost is also on the table for the winning team's sponsor - Nike, or Adidas.
Apparel revenue from the 2019 Women's World Cup was four times bigger than it was for the 2015 event, executives said. Nike and Adidas accounted for the majority of the kits worn in the women's tournament, with 23 of the 32 team jerseys in the newly expanded field supplied by the two companies. Nike backed 13 teams, while Adidas had 10.
However, its deal with the European champions England has proven lucrative as the Lionesses go for their maiden title in the final against Spain. "The demand for the Lionesses Nike jersey has been incredibly strong, and given their tremendous win to make it into the final, we expect fans will be showing their support by wearing the team's colors," Nike said.
Tournament co-host Australia's run to the semi-final, where they lost to England on Wednesday, also prompted"unprecedented demand" for the team's jersey, Nike said, with 13 times as many sold to date in Australia than in the same period of the 2019 tournament.
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