Nike, ADI, Puma And UMBRO Bet On The European Cup.

The 16 teams, 31 matches, and the 4 year European Cup have already made the fans of the world crazy.

There are also crazy brands that sponsor national teams.

The reporter understands, at present, 16 team jerseys have been carved up by the four brands of Nike, Adidas, Puma and UMBRO.

According to past practice, the performance of the team has a direct impact on the sales of the jerseys, and the four major sports brands have just begun to compete in Europe.

Brand war - Nike, ADI, Puma, UMBRO bet team

In this year's 16 European Cup team, the reporter noted that besides Nike, ADI is still a large sponsor of the team, Puma, UMBRO's two brands also joined in this brand battle.

The reporter noted that each brand has different emphasis on selecting sponsors.

If more than half of the 6 teams chosen by Adi are traditional strong teams, Nike will focus more on technology and attacking teams.

In recent years, Puma and UMBRO, which are rising again, continue to bet on the old strong teams such as Italy, Czech and England.

Reporters learned that, like the European Cup this large sports event, every year will attract billions of fans around the world.

Therefore, companies sponsor high popularity teams and players, mainly by selling their products through their influence on the fans.

List of sponsorship teams

Nike: Poland, Portugal, Holland, Croatia and France

ADI: Russia, Greece, Germany, Denmark, Spain and Ukraine.

Puma: Czech, Italy

UMBRO: Ireland, England, Sweden

Sales war - Spain has been out of stock for 4 days.

Reporters visited many Nike and Adi stores yesterday and found that the main teams of the two major camps are now on the shelves.

Reporters at the Adidas flagship store in Village, Sanlitun, found that models wearing Spanish and German national team uniforms were placed in the most prominent position in the store, and customers passing by had to take a few more look.

According to the salesperson in the store, the two national team jersey is the best seller at present.

In particular, the Spanish team became the sales champion after the European Cup, and its sales volume has increased by more than 60% over the previous Jersey sales.

"We can sell more than 100 pieces a day, especially the Spanish Jersey. Now there is a partial break, and we need to pfer the goods from other stores."

Sales staff told reporters.

In the Nike flagship store in new Dongan APM, the jersey of Holland and France is just on the shelves, and fans have already entered the shop.

Sales staff said that the two Jersey had just been on the shelves for 2 days, and there are plenty of sources.

However, with the progress of the game, the situation of breaking codes will soon occur.

In the UMBRO store of Puma and Zhongyou department store located in Xidan's Joy City, two brands of jerseys based on Italy and England are also very popular.

Reporters noted that the current brand price is basically positioned between 400 yuan - 1000 yuan, the general uniform is generally concentrated in 500 yuan up and down, if it is a commemorative version, it will be thousands of yuan, compared with previous years, prices rose slightly.

In addition, reporters also noted that in addition to the national team uniforms, synchronized sales such as football shoes, European Cup football, fans shirts, fans scarves and other peripheral products, there have been varying degrees of sales growth, or around 30%.

Brand price of national team (yuan)

Germany (player) ADI 1098

Germany (fans) ADI 539

Italy Puma 499

England UMBRO 249

Top shirt price national team brand price (yuan)

France Nike 529

Holland Nike 529

Portugal Nike 529

Spain (player) ADI 1098

Spain (fans) ADI 539

The European Cup has 5% improvement in sales of goods.

According to the analysis of a well-known foreign institution, sales of football products can be increased by about 5%, like the 2012 European Cup.

According to data from a German consulting agency, sales of global soccer products will exceed 4 billion euros in 2012.

He estimated that Adidas's market share was about 38%, followed by Nike's 36%.

For the help of the European Cup, Adidas officials said that the sales of football related products will exceed 1 billion 500 million euros ($1 billion 870 million) in 2012, driven by the 2012 European Cup.

Nike, which sells more than 20 billion dollars a year, says that in the 2011 fiscal year, 1 billion 800 million of its revenue comes from soccer products.

Experts say Adidas is ahead of Nike in the European market due to its cooperation agreements with clubs such as FIFA and Real Madrid and Munich, Bayern.

The industry expects that the 2012 European Cup's Replica Jersey is expected to sell 7 million units, which will guarantee at least 500 million euros ($623 million) in retail sales.

{page_break}

Winning and losing battle -- betting the champion wears ADI.

"If the French team wins the championship, then Nike's clothing and the European rim products will become the hottest products."

Sanlitun Nike flagship store clerk told reporters.

ADI is also the same, bet all the chips on the team's record.

In order to cheer up its own team and products, Nike started its European Cup related marketing activities in March this year, far ahead of its rival Adidas, but the latter, as the official partner of the European Cup, does not seem to lack confidence.

Judging from what has been done, three of the 4 winning teams are dressed in Adidas uniforms, and only Croatia is wearing Nike jerseys.

According to the statistics of champions in Europe and World Cup in the past year, 4 teams from the 3 European Cup and 3 World Cup championships have been dressed in Adidas uniforms since 2000. Only Italy is sponsored by Puma, and only the Brazil team has won the Nike sponsorship team.

This year, the Nike team is Holland's favourites to win the championship, while the "ADI" team has the last champion Spain and the top German team.

Plus the first game of good sponsorship of UMBRO in England, Nike's winning this year's road seems to be not optimistic.

In this regard, senior fans and experts predict that this year's European Cup champion is likely to be produced between Germany, Spain and Russia, because they have nothing but the strength to wear Adidas's Jersey.

2000 - 2010 European Cup and World Cup champion team

2000 euro cup, Adidas, France

2002 World Cup Brazil Nike

2004 European Cup Greece Adidas

2006 World Cup Italy Puma

2008 European Cup Adidas Spain

2010 World Cup Spain Adidas

Industry analysis

Pull up sales through competition to become the main strategy of brand marketing

For the crazy performance of Nike and Adidas four major sports brands in this year's European Cup, a sports brand marketing consultant, Miss Huang, told reporters that the brand in order to achieve synergistic effects through the competition will be designed according to the different countries of the competition style. The color selection of these uniforms is based on the color of national flags, which is one aspect of brand marketing.

In addition, because the European Cup attracts more than billions of eyes in the world, even Adidas, the world's first sports brand, will break through and occupy more seats in each team, so that it can also sell with the help of the European Cup concept.

The fact is that the sales growth of the European Cup effect is obvious, and the conservative estimate will reach more than 50%.

On the other hand, for all sports brands, the use of hunger marketing, limited time and limited sales strategy during the competition can also arouse consumers' desire to purchase and achieve sales promotion purposes.

Related news

Cottage Jersey first listed profits exceed two times

The European Cup is in full swing, and the four sports brands are still fighting against each other. The news of a European Cup Jersey has become the focus of public attention.

According to the news, the jersey of the 9 teams, including Spain, Germany, Italy and Holland, were tested for excessive chemical content, and host Poland was the most serious.

The reporter understands, at present, the sales of all team jerseys are booming, and the sales of jerseys in some countries have increased more than one fold, which has provided the market for those manufacturers.

Because the European Cup leaders released their new jerseys relatively late, smart businessmen aimed at this time lag and scramble to produce some counterfeit products ahead of the official sale.

This phenomenon exists not only in China, but also worldwide.

According to a Jersey dealer, the fake Jersey had arrived 5 months ago. So far, he has sold hundreds of sets. "Those loyal fans prefer to rush to buy fake jerseys in advance, because the regular shirts often arrive late."

Reporters learned that by the European Cup competition continues to heat up, the current profit of a Jersey can be more than 2 times, which has become the sales season of dealers.

"Due to limited production of genuine jerseys in some countries, it may be difficult for some fans to buy them at local distributors.

So fans have no choice but to buy fake jerseys.

The person in charge of a sporting goods store said.

The cost of counterfeit jerseys is about 1/5 to 1/10.

We will not force fans to buy such a genuine Jersey. "

The person in charge said