In the competition for capturing this year’s World Cup audience, Nike lost and Adidas won. Nike-sponsored Brazil is eliminated from the final game, while both Adidas-sponsored teams Germany and Argentina will be in the final match. Nike counted heavily on the Brazil victory, sponsoring stars that failed or became injured in the game against The Netherlands.
L2 Founder Scott Galloway said on Bloomberg TV that regardless of whether Nike had a better World Cup strategy or Adidas, the real genius advertiser in the games is Hublot, a French watch company whose logo appears in big font on referee time signs. Galloway also believes that World Cup advertising prices might be dropping as a result of Nike’s announcement that it will not be advertising with FIFA. That announcement signaled to Adidas that they are in a unilateral negotiation with the organization. See full video here.