For this reason, the brands that dress the national teams know that the annual balance often depends on the success of the teams they sponsor. According to the consultancy Brand Finance, the greatest income for these companies comes from the sale of T-shirts.
According to estimates by Brand Finance, the number of shirts that could be sold thanks to the World Cup fever will exceed those of Russia 2018, which were 17.7 million. In that championship, only Adidas sold 8 million and its global sales increased by 10%, according to El Cronista.
The shirt of any team has a price ranging from US$80 to US$110. In this sense, it is estimated that this year at least US$1.8 billion in this product will be sold. To this should be added the sales of shorts, socks, divers, sports shoes, among other accessories with which the fans dress.
A new line of business. The Nike brand entered the world of soccer in 1994, when the World Cup was held in its country of origin, the United States. At that time, football’s contribution to its income was US$ 40 million, according to El Cronista.
The battle of the brands
Unlike Russia 2018, things are not looking so good this time around for Adidas. In the last World Cup, Adidas had a greater presence, dressing 12 of the 32 teams. Its rival, Nike, followed with 10 teams and Puma with 4. Other brands present at that World Cup were New Balance (2), Errea (1), Uhlsport (1), Hummel (1) and Umbro (1).
This year, the figures have been reversed (see infographic). Nike will be on the chest of 12 national teams and could add New Zealand and Australia if they win their playoffs. Adidas, for its part, dresses Germany, Argentina, Belgium, Japan and Mexico, although Scotland, Wales and the United Arab Emirates could join if they emerge victorious from the playoffs. Another winner is Puma, who adds two more teams than in Russia 2018 and this year provides clothing to Serbia, Switzerland, Uruguay, Senegal, Ghana and Morocco.
In addition to dressing different teams, Adidas is also the one that will provide the clothing for the World Cup referees, ensuring their presence in all the matches that are played. This has a traditional but modern design, with “Aeroready” technology, which absorbs moisture. It comes with a centered Adidas logo and is available in five colours.
Likewise, the official World Cup ball, called Al-Rihla, has been manufactured by the German brand. In Peru, the three versions of the ball are already sold. The Pro version costs S/ 599, while the Competition costs S/ 259 and the Training version costs S/ 99.
Contract. Due to Russia’s invasion of Ukraine, Adidas canceled its sponsorship contract with the Russian Football Federation. Only last year, Adidas had received US$ 550 million from the sale of jerseys in that country.
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Brazil 2014
In the 2014 World Cup in Brazil, Nike was also the brand with the most presence in the tournament. Back then, the company dressed 10 teams, while Adidas did the same with 9 representatives.
