It has been two weeks since the World Cup has begun. Chances are, like many people around the world, you have been trying to catch every game and by now have a pretty good idea of the sponsors and as well as have many of the commercials memorized.
Well, the ongoing battle between Nike and Adidas is one to be watched. Adidas, the official sponsor of the World Cup, is at center stage providing the game balls as well as outfitting the game officials. But don’t let their status fool you, Nike is answering with a strong force, and studies have shown that between social media, blogs and message boards, Nike is talked about twice as much as its German rival. What has caused all of this success? Much praise is going to Nike’s, “Write the Future” ad.
Nike has also gone sky high, installing a LED display on a Johannesburg skyscraper in South Africa, which projects short messages that can be sent via social networking sites from avid soccer fans. Eric Dobson, a Nike spokeswoman says, “It allows people to feel like they’re part of World Cup no matter where they are in the world… The whole campaign is about engagement.”
So does having the title “official sponsor” always guarantee the greatest bang for your buck? Nike gives that question a run for its money.
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