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Nike, Adidas bet big on World Cup football shirts

When England and Spain meet in the World Cup final on Sunday, millions of football fans will be glued to their televisions. Many will gamble on the outcome. But for companies like Nike and Adidas, there’s a whole other bet playing out: whether they made enough merchandise to satisfy the euphoric demand from fans of the winning team.

The companies decided months ago how many replica and authentic jerseys to manufacture for each of the women’s teams. Those decisions were based on a combination of historical shopping patterns for each country, conversations with retail partners and a fair bit of conjecture. Getting the picture wrong can have real consequences — both in terms of lost sales and angered fans.

“There is no formula for it — I wish there was,” Bjorn Gulden, chief executive officer of Adidas, said of the process for forecasting demand. “If there was someone who knew that, that person would be hired immediately.”

For this year’s Women’s World Cup, the stakes are particularly high. This is the first time the tournament has featured 32 teams and the prize money is triple what it was in 2019. Adidas, Nike and Puma have invested more than ever into marketing and outfitting some of the players. Globally, interest appears to be at an all-time high.

Now, for the wrinkle that nobody could have predicted: many of the tournament favorites, including every country that’s ever won the Women’s World Cup before, has already been eliminated.

Too many, too few

There are two ways to misjudge demand. If you produce too much of a country’s jerseys, it could take months to work through all that excess inventory (perhaps leading to steep markdowns in price.) That’s what Puma had to do twice in recent years after Italy’s men’s football team failed to even qualify for the World Cup.

The other mistake — the real sin in the eyes of fans — is when you don’t produce enough of a particular jersey. Puma experienced that too, when it failed to order enough Manchester City jerseys in time for a swell in demand after the Abu Dhabi majority-owned club won England’s so-called “treble” — the Premier League title, the FA Cup and Europe’s Champions League — over a few weeks this spring.

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“Demand was significantly higher than what we have anticipated,” Puma CEO Arne Freundt acknowledged. “That was an opportunity for us to re-order and reproduce.”

It may have also cost Puma money. That’s because when a team wins a big title — or a high-profile player does something remarkable, like shocking the world by changing teams — it tends to create a massive spike in demand for jerseys that lasts for just a few days, according to Doug Mack, CEO of Fanatics Commerce.

If you can’t meet that demand right away, chances are you’ll lose potential business as disappointed fans give up and move on with their lives.

“That first 72 hours is a disproportionately interesting selling opportunity,” Mack said in an interview.

Seeing the future

There are ways to satisfy fans, nonetheless. Merchandise companies often flood the market with easily stockpiled items that only require a little final printing work or other touches — such as novelty championship hats, T-shirts and other collectibles. Uniforms, however, typically require more lead time to manufacture properly, which often forces brands to place new orders with factories that may not have much capacity at the time.

To hedge against such risks, companies such as Fanatics have experimented with new ways of predicting demand. A newcomer to the sports merchandise world, Fanatics runs, among other things, the e-commerce stores for all sorts of professional leagues and sports federations. It also licenses Nike’s Swoosh to produce the fan replica and authentic jerseys for, among other things, the National Football League.

This past spring, it leveraged its professional football contacts to create a model predicting the probability that superstar quarterback Aaron Rodgers would get traded to the New York Jets, as rumored at the time.

As the odds got better, in Fanatics’ eyes, it ordered up a huge stockpile of blank Jets jerseys. That came in handy when the trade actually happened, since Rodgers became the most popular jersey, selling more than the next nine players combined, according to the company. “All we had to do after the trade is finish the jerseys with his name and number,” Mack said.

It’s not always so easy. Take the case of Lionel Messi announcing his plans in early June to sign with Major League Soccer’s Inter Miami. On paper, this should have been a slam dunk for Adidas, which has had an endorsement deal with Messi for more than a decade and which outfits every team in the MLS.

Yet there were a couple of challenges. Until late in the process, Messi was also rumored to be considering signing again with Barcelona, his old club, or even a team in Saudi Arabia. The other problem: Inter Miami’s uniforms are bright pink.

As a result, fans in mid-August are still required to “pre-order” Messi’s Miami jersey from Adidas, which is scrambling to ratchet up supplies.

“Miami is playing in a color that is not normally very commercial to have on stock, so we didn’t really have that much of the material,” Adidas boss Gulden explained. “I can assure you that both factories and aircrafts and whatever we can use has been used to fulfill that demand.”

Underdogs

Companies risk becoming punching bags when they’re caught off guard. England’s Mary Earps has taken Nike to task for not making fan versions of women’s goalkeeper jerseys (Adidas also doesn’t make these.) Meanwhile, Adidas has been criticized for not making versions of the women’s World Cup uniforms in men’s sizes, Gulden said.

Then there are the usual challenges with big tournaments. As ever, there have been some high-profile upsets, with Germany exiting in the first round (sorry, Adidas) and the US getting eliminated early in the knockout stage (sorry, Nike).

While that could leave these companies with more merchandise than fans want, it’s not necessarily bad for the sport. When the same teams win over and over, their fans don’t necessarily go crazy with enthusiasm, Mack says. When an underdog wins, though, it can create rare levels of excitement.

As it turned out, each of the two big sportswear makers ended up with a team in the final: Nike sponsors England, while Adidas sponsors Spain.

“First-time champions do incredibly well,” Mack says. “Those fan bases get activated.”

Bloomberg

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The Messi Family Still Love Barcelona! Leo & Antonela Celebrate Son Thiago’s Birthday With A Blaugrana-Themed Party

Lionel Messi and Antonela Roccuzzo celebrate son Thiago Messi’s 13th birthday with Barcelona-themed decorations

The Messi Family Still Love Barcelona! Leo & Antonela Celebrate Son Thiago’s Birthday With A Blaugrana-Themed Party

Even though Lionel Messi now thrills fans in Miami, his heart clearly still beats for Barcelona. The Argentine legend and his wife Antonela Roccuzzo threw a spectacular FC Barcelona-themed party for their eldest son Thiago’s 13th birthday — complete with the club’s iconic Blaugrana colours, a Camp Nou-shaped cake, and the famous “Mes Que un Club” motto proudly displayed.

A Birthday Steeped In Barca Spirit

Photos and videos shared by Antonela on social media showed the family surrounded by vibrant Barcelona decor — a sea of red and blue balloons, a giant club crest, and even a backdrop of Camp Nou. Thiago, wearing Barca’s 2024/25 third kit with his name and age printed on the back, grinned as his parents captioned the moment:

“How wonderful it is to celebrate you, Thiagui! We love you so, so much.”

For fans, it was more than just a birthday — it was a reminder that the Messi family’s bond with Barcelona remains unbreakable, even three years after Leo’s emotional exit from the club.

 

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A post shared by Antonela Roccuzzo (@antonelaroccuzzo)

Barcelona: More Than A Club, More Than A Memory

Messi’s relationship with FC Barcelona runs deeper than football. From joining La Masia at 13 — the same age Thiago just turned — to lifting countless trophies, including the 2009 Sextuple, his journey defined an era of global football.

His records still stand tall: 672 goals, 778 appearances, and six Ballons d’Or during his time in Catalonia. But beyond the numbers, Messi represented Barcelona’s core — humility, artistry, and loyalty.

Even after leaving in 2021 due to financial struggles, Messi has never hidden his affection for the club and the city that gave him everything. The birthday celebration only reinforced that connection — a nod to where it all began.

Thiago Messi: Carrying The Torch

Born in Barcelona on November 2, 2012, Thiago has spent much of his life steeped in the world of football. He trained briefly with Barca’s youth academy before joining PSG’s setup when the family moved to Paris, and now shines at Inter Miami’s U-13 side.

Despite growing up in different countries, Thiago’s heart still leans toward the Blaugrana. He has even mentioned his admiration for Lamine Yamal and dreams of one day playing alongside the teenage sensation — a sweet echo of his father’s legacy.

But for Messi, the focus remains on joy, not pressure. He’s repeatedly said he doesn’t want to force his sons into football — yet gestures like this party show how much Barcelona remains a part of their family identity.

A Party Full Of Love And Legacy

The Messi family’s celebration wasn’t just a party — it was a tribute. A reminder that no matter where they live or play, Barcelona will always be home.

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Marketing & Sponsorship

Inside The Sports Market: Why The Best Sport Blog Is More Than Just Scores

Sports fans cheering in a stadium, representing the global sports market and fan culture.

Inside The Sports Market: Why The Best Sport Blog Is More Than Just Scores

When you think about a sport blog, you might picture match highlights, game recaps, and maybe a few hot takes. But here at Sports Market International, we believe the best sport blog should offer more than that.

Sports today are not just about who won or who lost. They’re about the market that powers the game — sponsorships, fan engagement, athlete branding, and the business moves shaping the future. And that’s exactly where we come in.

Why Sports Market International Is Different

We cover:

  • The Sports Market Behind The Game → From billion-dollar broadcast rights to grassroots investments.

  • Athlete Branding → How stars like LeBron, Messi, or Alcaraz become more than athletes.

  • Fan Culture → The chants, the memes, the jerseys, the digital communities.

  • Global Trends → How sports in Africa, Asia, Europe, and the Americas intersect in today’s world.

The Fun Side Of Sports

Yes, we get serious about markets and strategy, but sports are also about joy. The last-minute goals, the unexpected underdog wins, the viral locker room celebrations — we bring that energy into every post.

Why We Aim To Be The Best Sport Blog

Because we don’t just write about sports. We live inside the sports market, connecting culture, business, and fans in one space. Whether you’re a casual fan, a die-hard supporter, or an industry insider, Sports Market International is built for you.

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Marketing & Sponsorship

Borah Ndanyungu Reveals betPawa’s Vision In Unveiling Tekno

BY ADELU PRAISE DEBORAH 

For Borah Omary Ndanyungu, betPawa’s Head of Local Marketing & CSR, the choice of Afro-pop sensation Tekno as the brand’s new ambassador was clear. “Tekno represents everything we stand for — energy, creativity, and breaking boundaries. His music inspires millions, just as football does. That’s why he’s the perfect face of betPawa,” Borah explained at the unveiling in Lagos.

The decision reflects betPawa’s strategy of blending sport, music, and culture to connect with Nigeria’s vibrant youth market. Coming just days after the brand invested ₦494 million in the Nigeria National League (NNL) through its Locker Room Bonus initiative, Tekno’s unveiling underscores the company’s twin approach of empowering players on the pitch while engaging fans off it.

Music meets mission

Tekno, famous for hits like Pana and Skeletun, said the collaboration felt natural. “From the studio to the stage, I’ve always been about breaking limits. That’s why betPawa felt like family. They’re creating opportunities, celebrating winners, and pushing boundaries in their own space. Together, we’ll keep inspiring Nigerians,” he said.

The company believes Tekno’s influence goes beyond entertainment. His wide appeal mirrors the unifying power of football, which is why betPawa sees him as the right figure to front campaigns that blend music, lifestyle, and sport.

Beyond gaming

For betPawa, Tekno’s unveiling is part of a broader push to define itself not just as a gaming operator but as a lifestyle brand. With its Locker Room Bonus reshaping football motivation in the NNL — giving ₦56,000 direct payments per winning player and ₦1.288m per team per victory — and Tekno’s appointment amplifying cultural reach, the brand is building strong links to communities across Nigeria.

From its 1,250% sports win bonus, the highest in Africa, to its ongoing grassroots initiatives, betPawa has carved a niche as a driver of empowerment. Adding Tekno strengthens that vision, ensuring the brand connects with music fans, football lovers, and youth eager for inspiration.

As the NNL gears up for its November kickoff and Tekno readies fresh music, the partnership is set to fuel a new wave of campaigns that celebrate ambition, creativity, and winning. For betPawa, the message is clear: Tekno is not just an ambassador, but a cultural symbol of everything the brand aspires to represent.

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