Date
17 July 2018
Nike versus Adidas: edge-of-the-seat excitement at FIFA World Cup 2018. Photo: Reuters
Nike versus Adidas: edge-of-the-seat excitement at FIFA World Cup 2018. Photo: Reuters

Nike leads Adidas 4-3 in World Cup

So who will take the 2018 World Cup?

Our answer: It is most likely that a Nike-sponsored team will lift the Coupe du Monde trophy on July 15.

That is because the top three teams are all wearing Nike’s swoosh logo on their outfits. According to the Hong Kong Jockey Club, the odds of winning are one to 3.4 for Brazil, one to 4 for France, and one to 5 for England.

The US sportswear giant is the sponsor of half of the final eight teams, including Croatia, and so is sitting pretty as tension builds among the remaining teams and their fans around the world.

Nike’s neck-and-neck rival Adidas has three of the teams under its belt: Belgium, Sweden and host Russia. Gutsy Uruguay are sponsored by German sports brand Puma.

When the quadrennial games began four weeks ago, Adidas was ahead, sponsoring 12 of the teams against Nike’s 10.

But the German sportswear giant suffered a huge upset when Argentina, Spain and Mexico all lost and went home – not to mention its very own Germany, the team that had been most favored to win the tournament because of their consistency but who had shocked the world by not making it to the second round.

The day after Germany lost 0-2 to South Korea, shares of Adidas fell 2.7 percent.

According to Reuters, the 2014 World Cup champions, who famously beat Brazil 7-1, accounted for a third of Adidas’ nine million team jersey sales that year.

Smart investors knew where to put their money. Adidas is down 5 percent since the start of the games on June 14, while Nike is up 3 percent, the news agency reported.

Most football fans, of course, don’t bother about market updates: it’s the teams and their games they are interested in and willing to stay up late for. So enjoy – eight more to go!

– Contact us at [email protected]

CG

EJ Insight writer

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