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The leaders of sponsoring companies are not necessarily football fans, but it is likely that some of them lost their composure on Saturday when Lionel Messi and Cristiano Ronaldo left the World Cup.
The two multiple winners Gold is not only among the highest paid athletes in the world, but their bank accounts have also grown considerably thanks to their sponsorship deals.
And in the world of football there is no greater agreement than the "clbadic marks" between Adidas and Nike.
For both sportswear giants, the World Cup, however, is not limited to selling merchandise.
This is also a gigantic opportunity to expose the brand and, in that sense, the performance of sponsoring athletes is crucial.
In the World Cup, a billionaire is also disputed. "Derby marks". / Getty Images "Much of Adidas and Nike's branding strategy is focused on promoting teams and players who could become winners of the tournament to badociate their names successfully ]"Says Amir Somoggi, marketing consultant based in Sao Paulo, Brazil
Messi is a key figure in Adidas and Ronaldo accounts in those of Nike. Argentina and Portugal, also have T-shirt contracts with the same companies.
Mucha plata
The derby of the brand has everything to do with large sums of money.
2014, Adidas reported US $ 2,500 million football-related sales boosted by a good performance in the World Cup in Brazil
The two finalists in the World Cup in pa From 2014, they wore Adidas uniforms. / Getty Images In the same year Nike announced a 23% increase in net profits during the tournament.
And the Brazil World Cup was the first time Nike defeated Adidas in the sponsorship competition.
12 of the 32 participating teams wore the Nike "swoosh" logo, two more than the teams with the Adidas brand.
However, finally, it was the German giant – also official sponsor of the World Cup and responsible for the bullets and the official merchandise – the one who took advantage.
Two teams sponsored by Adidas, Argentina and Germany, played the final, giving the company its third title since 1998.
And up here Nike only a World Cup victory was marked with Brazil 2002.
Ronaldo's contract
In Russia, in 2018, things have changed. Adidas has 12 selections against 10 Nike
However, in individual terms, Americans claim to be in advantage, noting that 60% of players wore Nike boots.
Ronaldo's contract with Nike would be worth about $ 1,000 million. / Getty Images According to a study by the International Observatory of Football (CIES), 132 of the 200 most important players in Russia in 2018 wear Nike boots, compared to the 59 Adidas.
The list includes $ 1,000 million of a "life" contract from 1945 with Nike with Ronaldo .
And having your logo on the national shirt is not cheap either.
Nike would have paid 50 million US dollars to the French Football Federation for a uniform agreement until 2026 and tens of millions more for England and Brazil
Germany receives $ 58 million a year from Adidas, $ 47 million while Argentina receives a much lower figure of $ 11 million.
And although the elimination of the German team in the first round was not good news for Adidas the company could have some consolation. high sales of the German uniform.
At the 2002 World Cup, 8.6 million shirts were sold. In 2014, the number had doubled to 14.2 million with an average price of US $ 66 according to the German PR marketing agency.
Anxious Booties
The knockout stages in Russia began with Brazil, Croatia, England, France and Portugal wore Nike jerseys, while Argentina, Belgium, Colombia, Japan, Mexico, Russia, Spain and Sweden brought Adidas
Puma The same family Dbadler, responsible for Adidas, and divided by a bitter conflict of years, is represented by Uruguay and Switzerland
and Denmark, sponsored by the national company Hummel, was the only exception.
But while the team's sponsors control the clothes that athletes wear when they play for their country, for shoes, shoes and shoes. the case is different.
And for individual players there is still a lot of talent in the tournament .
Nike relies on Brazilian Neymar, Englishman Kane or Frenchman Killian Mbappé
And although the chances of Adidas were reached in the group stage with the departure of the German Mezut Ozil and the Egyptian Mohamed Saled, still with the French Paul Pogba and the Uruguayan Luis Suárez, in more of the Brazilian Gabriel Jesuú.
The captain of England, Harry Kane, is sponsored by Nike. / PA While the two superstars Messi and Ronaldo have already returned home, the fight between the "clbadic brands" is still alive.
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