Friday, May 28, 2010

Nike using World Cup to its Advantage

By Stefen Lovelace

We’re just two weeks away from the 2010 FIFA World Cup, and the event is generating tremendous excitement all over the world. Even here in the US, people that normally aren’t avid soccer fans are starting to pay attention.

Nike, which is arguably the most recognizable sportswear and equipment supplier in the world, is already utilizing the attention being paid to soccer to its advantage. In the past week, Nike has been running this commercial below, which features some of the best soccer players in the world.

This is a great way for Nike to market its company. What makes this such a smart move is that Nike isn’t even a sponsor of the World Cup. Rival company Adidas is actually a partner of FIFA, but after seeing commercials like Nike’s, average fans might assume Nike has more affiliation to the event than Adidas.

When actual World Cup games are played, I’m sure Adidas will become more of a marketing factor, but it’ll be interesting to see if Nike does some ambush marketing, during the games. This will allow fans to continue to associate Nike with the top professional soccer in the world, without Nike having to pay the fee to be an official sponsor.

The World Cup is one of, if not the, biggest sporting event in the world. Like most sporting events, Nike plans on capitalizing on it.

Stefen Lovelace is an Associate Account Executive. Contact him at

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