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Adidas & Germany ⚽️ are breaking up - and Nike is taking over as the German Soccer Federation’s apparel & footwear provider. The only thing crazier than this would be adidas signing the University of Oregon. Never thought I’d see this, but the musical chairs will continue as more brands come into the space and apparel contracts continue to skyrocket. Live sports is increasingly an asset class investors and brands want to be a part of. I still can’t believe this one tho!
Transcript
What did you say? Nike signed the German soccer team over Adidas? I never thought I'd see something like this. The only thing that would be more shocking in the world of sports marketing is if Adidas signed the University of Oregon. This partnership between Adidas and Germany, they are almost synonymous better, has been in existence for over seventy years. Adi Dassler was on the bench of the nineteen fifty four World Cup German soccer team, and those two have been together ever since. We're gonna continue to see this trend where long standing partnerships fall apart because everybody is getting into this game. Sports marketing is one of the fastest growing industries right now. Live sports are still the last bastion of attention in television, and they've become too lucrative for people to ignore. Plus, there's a lot of smaller players in the market now, so it's not just the big two or three who are competing against each other. And lastly, a note on competing. Notice that the spokesperson for the German national team said that in the open bid process, Nike far and away outbid Adidas, and this happens in open bidding processes. Sometimes if it's government funded or state funded, organizations or entities are required to go to the open market for bad, and they have to take the biggest bid. And there's ways around this where they can do a quiet bid. Sometimes companies will try to drive up the price no the competition has to match it, but sometimes they may just go and they give a better offer. I still can't believe that this is happening. Alright. I'm gonna go back to my Scottish golf trip.
