Subject category:
Marketing
Published by:
Amity Research Centers
Length: 13 pages
Data source: Published sources
Topics:
Sportswear; FIFA World Cup; adidas; Nike; Puma; Reebok; Jabulani; Soccer; Olympics; Sponsorship; Secret tournament; Jordan; Umbro; Swoosh; Write the future
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Abstract
Adidas, a German based sportswear manufacturer of over eight decades was popular in the European market for their sports shoes and sporting equipments including skiing sports. It had established a good brand in the European market. Adidas achieved strong popularity through sponsorships in 1998 Soccer World Cup, 1999 Women''s World Cup and through award winning promotional campaigns. These initiatives strengthened Adidas'' leadership position in the football market. As the official sponsor of Beijing 2008 Olympic Games, Adidas had supplied around 3 million products to 100000 federations, volunteers, torch bearers, officials and others. This sponsorship turned to be a big success for Adidas as Adidas Group became the market leader in China. However, Nike, another US sports manufacturer had established good brand in the US market and with annual revenue of $20 billion in 2009 was the biggest rival for Adidas. The case study analyses the strategy of Adidas in sponsoring 12 teams with official sponsorship of FIFA World Cup 2010 and also launching the world cup football Jabulani to enlarge the market share in US. Spain, the winner of the FIFA World Cup 2010, was sponsored by Adidas and it remained to be seen how far Adidas would capture the US and other developing markets in their sportswear kits.
About
Abstract
Adidas, a German based sportswear manufacturer of over eight decades was popular in the European market for their sports shoes and sporting equipments including skiing sports. It had established a good brand in the European market. Adidas achieved strong popularity through sponsorships in 1998 Soccer World Cup, 1999 Women''s World Cup and through award winning promotional campaigns. These initiatives strengthened Adidas'' leadership position in the football market. As the official sponsor of Beijing 2008 Olympic Games, Adidas had supplied around 3 million products to 100000 federations, volunteers, torch bearers, officials and others. This sponsorship turned to be a big success for Adidas as Adidas Group became the market leader in China. However, Nike, another US sports manufacturer had established good brand in the US market and with annual revenue of $20 billion in 2009 was the biggest rival for Adidas. The case study analyses the strategy of Adidas in sponsoring 12 teams with official sponsorship of FIFA World Cup 2010 and also launching the world cup football Jabulani to enlarge the market share in US. Spain, the winner of the FIFA World Cup 2010, was sponsored by Adidas and it remained to be seen how far Adidas would capture the US and other developing markets in their sportswear kits.