We have seen mind boggling numbers in terms of the spend on marketing around this summer’s World Cup.
In yesterday’s Sunday Supplement we linked through to a Forbes story revealing that FIFA revenues were up by 66% on the 2010 staging in South Africa and would come in at more than $4 Billion.
This filters through to the sport around the world with Ireland in line for over €1 Million of additional funding over the next six months.
The brands that are investing the big money in sponsorship and marketing are also winning as was revealed with quarterly results coming through from Adidas and Nike.
Revenues
Nike revenues from North America leapt 10% in the three months to the end of May with Western Europe almost doubling that with an 18% climb.
In cash terms Nikes sales of football gear and merchandise cam win for the year at $2.27 Billion. Up 11% on the previous year, and that was before the tournament even got started.
With Brazil, the Netherlands and the USA still in contention and driving record engagement with the sport things will only keep rising in the category.
“There is no shortage of growth opportunities for Nike,” said CEO Mike Parker speaking to analysts as he revealed the figures, pointing to the combination of product innovation, partnerships with athletes and teams and an array of sporting events around the globe as the key drivers of a continued success.
Sales
Nike has not gained this by filleting the opposition either. They are still only number two in the soccer market with Adidas revealing that jersey sales for 2014 will be 33% ahead of where they were at the last World Cup and 14 million Brazuca footballs sold to date around the world.
The big numbers rare being driven by sales in multiple markets around the world. They are multinational in every sense of the word and as they keep rising, so too will sport as the single most important passion point for marketeers looking to gain the hearts, minds and spending power of consumers.
