Nike'S "Guerrilla Warfare" To Play World Cup Marketing

Digging up walls, guerrilla warfare, sneak attacks, and fighting between giants can not be separated from these strange tricks.

Adidas is, of course, the exclusive sponsor of the German national team. In addition, it sponsors 1/3 of the teams and the whole world cup, and is also the official sponsor of FIFA, the supplier and equipment supplier of the authorized products. Therefore, their LOGO will be included in the sports products including the penalty, caddie, volunteers, and outdoor advertisements on the spot.

Of course, Adidas got a lot of money from these privileges, which cost US $350 million, which is not yet the expense of sponsoring FIFA and 6 top teams in 2009. It costs US $125 million.

After all, if you want to maintain a long-term relationship, it's no good only to hold on to the temp - Nike has been looking for the "third parties".

In fact, Adidas's life has not been much better recently. In its base camp, the share of Nike football shoes market has reached 35%, which has exceeded Adidas's 31% in one move.

Football has always been regarded as the heart and soul of Adidas. How can it be handed over to old rivals?

Just as Adidas looked for opportunities, the world cup came again, so they saw the dawn of victory. The world cup in Germany 4 years ago, Adidas's sales exceeded 10 billion euros for the first time, reaching 10 billion 84 million euros, and only one football income exceeded 1 billion 200 million euros.

But Nike is unlikely to make Adidas happy. In 1994 World Cup, Nike's sales of soccer products worldwide were only $45 million, but a group of executives started the company.

Compared with Adidas, which is the official sponsor of every world cup, Nike has always been a guerrilla war familiar to Chinese people.

If there were no official sponsors' seats in major events, Nike took to the streets and put up its brand notice boards in the major cities.

If there is no sign of Nike in the sports field, there will be big sports stars coming to the stadium to help.

On the European Cup in 2004, the streets of Portugal were filled with advertisements of Nike. Rooney, the star of England, was everywhere in London. He was working hard to promote Nike's new football shoes.

But this kind of tactics is also risky, because the "stars" created by painstakingly hard work are likely to destroy the teams that are heavily betting.

In the 2006 World Cup, Nike will bet on the 2002 champion Brazil and France's Henry, who was confident that Brazil would take Nike to finish the world cup.

A dramatic scene took place in the eight finals. Henry's goal got Brazil, but failed to make contributions in the finals. As a result, Italy, who wore Puma, boarded the highest podium. Puma also became the ultimate winner.

Guerrilla tactics aside from a momentary error, most of the time, Nike's guerrilla way is quite effective.

Although Adidas was an exclusive sponsor, a survey at that time showed that more than 70% of respondents thought Nike was the official sponsor of the event.

However, do not think that Adidas is always attacked by people. They can also make things that make their opponents angry.

It was also in 2002 that Adidas succeeded in enticing Beckham to wear a Adidas baseball cap to attend the news conference of the England team. At the same time, the England team was sponsored by UMBRO.