The 2018 FIFA World Cup is fast approaching, and with it comes the opportunity for brands to align themselves with the world’s most watched sporting event. Adidas is one of the official partners of FIFA, which means that its logo will be seen at every World Cup stadium in Russia. The brand has sponsored the World Cup since 1998 and has maintained exclusive rights as an official partner ever since. This article takes a look at Adidas and its significance to the FIFA World Cup.
What is the role of Adidas in the FIFA World Cup?
Adidas is one of the official sponsors of FIFA and has been since 1998 when it first signed a deal to become the World Cup’s “official supplier”. This means that, in addition to supplying the official match ball, Adidas will also be the official apparel supplier for the 32 national teams competing in the tournament. This sponsorship allows Adidas to showcase its branding on uniforms worn by players and referees, at the official FIFA fan fest sites, and at other tournament-related locations. The contract also includes rights to official marketing and publicity rights, including television and Internet coverage. Adidas is allowed to use the official World Cup logo in its marketing campaigns as well. Additionally, Adidas can use the names of the host cities and stadiums, as well as the date of the tournament, on its products.
How does Adidas benefit from sponsoring the FIFA World Cup?
Given that Adidas is one of the official sponsors of the FIFA World Cup, it benefits in several ways. One of the most important benefits of sponsorship is brand awareness. With the World Cup being the most-watched sporting event in the world, Adidas can leverage its sponsorship to engage with consumers. Sponsoring the World Cup allows Adidas to build its brand equity and increase its visibility in the sporting goods industry. Another key benefit of sponsoring the World Cup is increased sales. Adidas can use the tournament to increase its sales and drive customers to its stores. The company might also try and boost its e-commerce sales, particularly in other countries.
Why is brand awareness important for Adidas?
While Adidas is already one of the leading athletic brands, its brand awareness is still relatively low in certain countries. To improve its brand awareness, Adidas will need to continue investing in its marketing efforts and focus on increasing the visibility of its brand. This is especially important since Adidas has been losing market share to its competitors, including Nike and Under Armour. An increase in brand awareness could also lead to an increase in sales because Adidas can reach more consumers, particularly those who are into sports. During the tournaments, millions of people tune in, giving Adidas a unique opportunity to raise its brand awareness.
How will Adidas use digital to market its sponsorship of the FIFA World Cup?
Given the massive scope of the FIFA World Cup, Adidas will likely use several marketing and branding strategies to engage with its target audience. One way it will do this is through social media. Adidas has a robust social media presence, with over 8 million followers on Instagram and more than 16 million followers on Facebook. During the tournament, Adidas will use social media to market its partnership with the World Cup and advertise its products. It will also use the platform to engage with its customers, especially those who are sports fans. Adidas will also use digital and social media to engage with influencers, such as football players and celebrities. The brand may also look to leverage augmented reality and virtual reality technologies to market its World Cup products and merchandise.
What does this mean for its branding and marketing strategy during the tournament?
Adidas is expected to continue its long-running “all in” marketing campaign as part of its branding during the FIFA World Cup. In addition to marketing its partnership with the tournament, Adidas is expected to promote the “all in” message throughout the tournament. This marketing strategy will incorporate everything from social media campaigns to store displays to tournaments on the ground in Russia. The “all in” branding strategy is a reference to a team’s willingness to “bet it all” in critical moments. The branding campaign will be designed to engage and target sports fans, particularly those who are into football. From advertisements to social media campaigns, the branding strategy will be meant to inspire and engage the “all in” sports fans. It will also be used to celebrate the “unity in diversity” of the tournament and the participating teams.
The FIFA World Cup is one of the most popular sporting events in the world. Each year, it attracts millions of viewers who root for their favorite teams. In addition to fans, the World Cup also attracts many brands, including Adidas. Adidas is one of the official sponsors of the tournament, which means that its logo will be seen at each tournament stadium. This article takes a look at Adidas and its sponsorship of the FIFA World Cup.