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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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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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