One of the main indicators of the engagement of sports brands is the number of jerseys they sell. For this reason, the most important companies in the sector seek to dress and place their logos on the uniforms of the main sports franchises.
In this sense, the biggest novelty of the year regarding sponsorship in world football clothing has just been produced: Adidas displaces Puma in the Italy national team clothing.
The agreement will take effect from 2023, so if the Italian team qualifies for Qatar (it is in the European playoff), it will still be dressed by Puma in that competition.
It is not a minor sponsorship for Adidas, since it is an agreement with the European champion team.
Puma has sponsored Italy since 2008, in one of the brand’s most successful alliances.
It must be remembered that both brands are of German origin.
The novelty was announced by the executive president of Adidas, Kasper Rorsted, but no details of the monetary value of the sponsorship were given, according to Reuters.
In world football, although there are a large number of brands, Adidas and Nike are the ones that are ahead in the market, not only because of the number of clubs and teams they wear, but also because of the popularity and titles they own.
Puma’s strategy does not seem to target sponsorships in national team football.
In Russia 2018, the brand only had three representatives. It was the third most represented brand behind Nike and Adidas.
One of the criticisms that are heard is that little by little they fell into the lack of creativity in their jerseys.
Adidas, on the other hand, is adding more and more teams to its client portfolio. In parallel, it advances in performance marketing strategies linked to e-commerce. Although it leads the market, the company follows the business step by step, even more so with the increasing exposure of clubs and teams to the world advertising scene.
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