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Nike nabs early lead over Adidas in Women’s World Cup gear sales

Among the battles of the brands at the Women’s World Cup, no showdown likely means more dollar-wise than the one playing out between Adidas and Nike.

Each sees soccer as a key cog in its business, and the sport produced sales of $25 billion and $51 billion for the companies, respectively, over their most recent four quarters.

At the moment, Nike appears to be winning.

“Nike is selling out of World Cup merchandise faster and at a higher price point than Adidas,” Refinitiv director of consumer research Jharonne Martis said in an email. “The latter has been offering higher promotions for its World Cup merchandise. This suggests that Nike is better poised to gain higher profits from the Women’s World Cup.”

As of a week ago, just ahead of the tournament’s kickoff, Nike was enjoying a sellout rate on 11% of its World Cup merchandise, compared to 4% for Adidas, according to Martis’ research, which stems from a partnership between Centric Pricing, a collector of pricing and sales data, and London Stock Exchange Group (LSEG), owner of Refinitiv as well as other financial services and information businesses.

Adidas is an official sponsor of the WWC, which is taking place in Australia and New Zealand. But both companies sell World Cup-related merchandise by virtue of their team sponsorships. Adidas sponsors 10 of the teams in the tournament, while Nike claims 13. (Puma is a distant third with two teams while a clutch of other brands sponsor one squad.) Teams generating the most sellouts are Adidas’ Argentina and Nike’s Brazil, England and France.

According to Martis, the research found 65% of national team merchandise on sale at Adidas with an average discount rate of 25% off list price, while Nike appears to be holding the line on prices better, with 16% of its team merchandise on sale with an average markdown of 4%.

However, discounting doesn’t tell the whole story—as any shopper knows, sometimes the list price is there just to make the actual price seem like a better deal. Such might be the case with Adidas, which the Centric-LSEG analysis says is starting with an $84 average price for shirts and jerseys—the bulk of merch sales—compared to Nike, which has an average list price of $78. The researchers tallied 846 “fan gear” items from Nike across the 17 teams it sponsors, and 354 products for the 17 “national teams” Adidas supports.

The Women’s World Cup merchandise trends seem to carry over from the men’s version of the quadrennial tournament last fall. In the first two weeks of the Qatar World Cup, Nike enjoyed a sellout rate of 23% compared to 11% for Adidas, according to a December analysis by Refinitiv done in conjunction with StyleSage. During that period Nike had a much higher average selling price than Adidas, $71 versus $46.

With both World Cups, each company sees making a big impression important both for immediate sales and long-term brand awareness. Nike CEO John Donahue told analysts at the end of June that the company saw double-digit growth in its global soccer business thanks in part to excitement about the Women’s World Cup. “Nike,” he said, “is proud to partner with more federations in the tournament than any other brand, and we’ve matched that energy with our most comprehensive women’s football collection ever.”

For his part, Adidas CEO Bjorn Gulden told analysts in early May that soccer remains a strong suit for the company. “We look very, very good for ’24 in football. Women’s football gained importance,” Gulden said. “I do think we have to own soccer around the world.”

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Marketing & Sponsorship

Lagos Sports Commission DG, Gaslink Commission Newly Refurbished Elegbata Sports Centre

Lagos State Sports scores another milestone in the public/private partnership with the recently commissioned Elegbata Sports Centre, Elegbata on Lagos Island.

Director General Lekan Fatodu led top management staff of the Lagos State Sports Commission to the Elegbata Sports Centre for the brief commissioning of the sports centre.

Also on hand was the Managing Director, Gas Distribution Axxela, Kehinde Alabi who also came along with some staff of the company.

Sports Marketing International reports that Gaslink refurbished the playing turf, perimeter fence, spectator gallery stand, and improved the overall aesthetic of the sports centre.

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Marketing & Sponsorship

Niger Delta Sports Festival: Akwa Ibom ready to host – Gov Umoh Eno

 

The maiden edition of the Niger Delta Sports Festival has received a major boost with the assurance by the Akwa Ibom State Government of its readiness to host.

The State Governor, His Excellency, Pastor Umoh Eno, gave the assurance on Thursday during a courtesy visit by the management of the Niger Delta Development Commission led by the Managing Director, Dr Sam Ogbuku, accompanied Executive Director, Sector Directors, and the Project Consultants, Dunamis Icon, to brief the Governor on the objectives for instituting the multi sports competition and plans for its successful realisation.

Thanking the NDDC for initiating the festival and choosing Akwa Ibom State as host of the maiden edition, Gov Enoh said the visit by the NDDC shows it’s seriousness on the project.

“We thank you for the privilege to host. Your visit shows your seriousness, and there is no way we will reject it.

“The festival will promote the unity in our diversity and also help the local economy through the various commercial activities, from patronage of hotels, food, transportation and other things involved.

“We will set up a small committee to work with you to deliver the event. We look forward to welcoming the Niger Delta, and together, we will have a good time.”

On the availability of required sports facilities, the governor expressed pleasure that successive administrations in the state have contributed to the stock.

“These facilities have come through the combination of works done by each administration. The Godswill Akpabio Stadium done by our present Senate President has stood the test of time, and it also takes great efforts to maintain and sustain it.”

L-R: MD of NDDC, Dr Sam Ogbuku; Akwa Ibom State Governor, His Excellency, Pastor Umoh Eno; NDDC Executive Director of Projects, Sir Victor Antai; and Exective Director, Corporate Services, Hon Ifedayo Abegunde

 

Earlier in his address, the NDDC Managing Director said the key objectives of the initiative is to foster regional integration, project the identity of the region as a leader in Nigerian sports, and support the partner the states in the discovery and harnessing of talents for the attainment of gainful sporting careers and national excellence in international competitions.

“The Niger Delta is a leading sports hub in Nigeria. The region has produced great sports legends, but when we do not do something to sustain that, there will be a decline.

“We have done very well in our interventions on roads, bridges, education, health, the provision of infrastructure in various other sectors, and as we mark the 25th anniversary of the NDDC, we are starting with intervention in sports.

“We have had a meeting with the commissioners for sports of the nine states, and they are excited and confirmed their participation in the festival.”

“We chose Akwa Ibom after having confirmed that the state has the facilities for competition in the featured sports and we would only need to do a few touches on some of them, with the Godswill as the main venue.”

Rhe NDDC entourage included Sir Victor Antai, Executive Director, Projects; Hon Ifedayo Abegunde, Executive Director, Corporate Services; Apostle Edikan Nkono, Akwa Ibom representative on the board of the NDDC; Directors of various operational departments; Sir Itiako Ikpokpo, Chairman of Dunamis Icon Limited, and other officers of the company.

The Niger Delta Sports Festival is scheduled for April 1 to 8, 2025, with Uyo as the host city.

The activities would start with state trials and selection process, which the organisers say would begin from the local government areas and across the 85 federal constituencies in the region.

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Marketing & Sponsorship

BetKing Gears Up for Its 7th Anniversary with Exciting Giveaways for Customers Across Nigeria

BetKing Gears Up for Its 7th Anniversary with Exciting Giveaways for Customers Across Nigeria

Seven years ago, a new chapter in Nigeria’s gaming industry began with the launch of BetKing. Built on a foundation of innovation and excellence, it has since risen to the top, transforming sports, virtual and casino gaming, creating opportunities for countless winners across the country.

As BetKing approaches its 7th anniversary on February 22, 2025, the journey has been nothing short of remarkable. What started as an ambition to provide a premium betting experience has evolved into a brand that champions empowerment, community development, and business growth. To mark the occasion, BetKing is giving back to the players who have been part of this incredible journey, offering exciting rewards worth over 50 million naira, including cash prizes, free bets, iPhones, PS5 consoles, and more throughout February 2025.

Nengi Akinola, Head of Marketing, BetKing, shares the excitement surrounding the anniversary celebrations: “BetKing is all about giving back to our customers, and our 7th anniversary is the perfect time to do just that. We are rolling out an exciting reward campaign, where players will have the opportunity to win fantastic prizes simply by engaging with our platform. From free bets to the latest smartphones and gaming consoles, we’re making it more rewarding than ever to bet with the best betting site in Nigeria.”

“Over the past seven years, BetKing has not only redefined sports betting in Nigeria but has also built a legacy of impact, innovation, and empowerment. Our journey has been fueled by the unwavering support of our customers, agents, and business partners. She added.

This anniversary reflects past successes and an opportunity to reward players who have made BetKing the best betting site in Nigeria. The brand’s commitment to its customers is evident in the scale of its reward campaign.

As one of the best betting apps in the market, BetKing continues to set the pace for a user-friendly, secure, and rewarding gaming experience. As the company looks ahead, the commitment to excellence, innovation, and customer satisfaction remains stronger than ever.

The anniversary rewards campaign runs from February 1st to 28th, 2025, and players can participate by placing bets via the BetKing website or mobile app for a chance to win.

For more details on how to join the celebration, visit www.betking.com. Here’s to seven years of winning, and many more to come.

 

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