Shares Of Nike And Adidas Could Score At The World Cup
By Noel Randewich
(Reuters) -As 32 teams compete for the World Cup in Qatar, Adidas and Nike also hope their shares can score.
With FIFA projecting at least 5 billion TV viewers, the world's highest profile soccer event is a major opportunity for sports apparel makers marketing their jerseys, boots and other products with teams and individual players.
Adidas shares lost 6% during the month-long 2018 World Cup, when heavily favored Germany, an Adidas team, was knocked out early and the FIFA tournament was won by France, a Nike team. Nike gained 4% during the same period, beating the S&P 500's 1% gain.
© Thomson Reuters FILE PHOTO: The Nike
swoosh logo is seen outside the store on 5th Avenue in New York
In its quarterly conference call on Nov. 9, Adidas said it expects sales of about 400 euros ($415 million) related to the World Cup, which would amount to around 2% of additional annual revenue.
Mexico jerseys are among Adidas' current best sellers, an Adidas spokesperson said.
Nike did not immediately respond to a request for comment about the importance of the World Cup on its sales.
While soccer-related merchandise accounts for a fraction of both Adidas and Nike's overall businesses, hype around the World Cup and team jerseys can provide a halo effect driving sales of other kinds of merchandise, said Wedbush analyst Tom Nikic.
"If somebody in Germany buys a World Cup jersey, do they also buy a new pair shoes? Or if an Adidas sponsored team wins the whole thing, in the euphoria of winning the World Cup, do people buy more jerseys than they otherwise would have? That's where you can see some variability," Nikic said.
Nike is providing jerseys for 13 teams in this World Cup, including Brazil, France and the United States, overtaking Adidas as the leader in World Cup jerseys. Seven teams are kitted out in Adidas jerseys, including powerhouses Germany, Spain and Argentina.
Six countries are playing in Puma jerseys, with New Balance and other companies making up the remainder.
Nearly a week into the World Cup, Nike teams have accumulated 22 points, while Adidas-clad teams have accumulated 11 points and teams wearing Puma jerseys have won eight points.
So far during the tournament, shares of Nike have risen under 1%, while Adidas and Puma are each down 3.8% and 3.0% respectively.
Betting odds favor Nike-wearing Brazil as most likely to win the 2022 Cup.
Company Session Percent Pct Change
Change During Cup
Nike Inc -0.5% 0.7%
Adidas AG -1.9% -3.8%
Puma SE -1.4% -3.0%
(Reporting by Noel Randewich; Editing by David Gregorio and Grant McCool)
Black Friday Football Deals 2022
© Future Expect Black Friday football deals
straight from brands like Nike and Adidas
This year's Black Friday football deals are finally here, and FourFourTwo has begun the arduous task of sifting through all the money-off offers to work out what's going to be the best value.
While Black Friday is traditionally the best day of the year to land laptops and tech gear, in recent years we've also seen incredible price reductions on football equipment and clothes too – from football boot deals, to football kit savings.
We can normally expect to see savings on the latest video games – so expect FIFA 23 deals and Football Manager 2023 deals – and while savings on current generation consoles are unlikely, we'll almost certainly see PS5 and XBox Series X and S availability. On past years, we wouldn't be surprised to see FIFA 23 bundle deals with the consoles.
Of course, this Black Friday drops in the middle of the World Cup 2022 fixture schedule (we'll be watching England vs the United States, for what it's worth), so you may be on the lookout for a new television for watching football or a soundbar for that World Cup atmosphere – we'll keep an eye out for those too.
Panini World Cup sticker deals will almost certainly crop up, so Black Friday could be a great day to make a healthy dent in your sticker album.
It may even be that World Cup kits could go on sale just for the day; it's worth keeping an eye on Nike sales and Adidas sales just in case. We certainly will be...
UK Black Friday football deals: Quick links Places to look for Black Friday football deals in the UK
In the UK:
Amazon: View hundreds of items including limited time deals
Sports Direct: Up to 70% off kits, boots and training apparel
Nike: Save up to 50% in the Nike Football sale
adidas: Over 120 items on sale in the adidas Outlet
New Balance: Kits, boots and training apparel
Under Armour: Outlet sales on UA apparel
Very: Boots, kits and equipment
eBay: Huge apparel savings
Buyagift: Stadium tours and other football experiences
RedLetterDays: Wide variety of football experience packages
Best Black Friday deals in the UK
FIFA 23 Standard Edition for PS5 | 33% off on Amazon Was £69.99 Now £46.99
This is the physical format of FIFA 23 for PS5, so you'll have to wait for it arrive – but order it by midnight on Friday, November 25 with Amazon Prime, and it should be through your letterbox by 1pm the following day.View Deal
US Black Friday football deals Places to look for Black Friday football deals in the US
In the US:
Amazon: View Amazon's soccer sale and limited time deals
Dick's Sporting Goods: Big price cuts on apparel and footwear
Walmart: Save on soccer balls, goals and training apparel
Nike: Up to 50% off Nike Soccer clothing and cleats
adidas: Up to 60% on apparel, footwear and accessories
New Balance: Kits, cleats and training apparel
Under Armour: Big savings on over 100 items
Best Buy: Savings on FIFA 23
eBay: Huge apparel savings
Australia Black Friday football deals Places to look for Black Friday football deals in Australia
In Australia:
Adidas: Up to 50% off Adidas shoes, clothing and more
Amazon: Browse hundreds of deals on apparel and equipment
Catch: Deals on smartwatches and footwear
Decathlon: Deals on apparel and accessories
Dick Smith: Big savings on tech and apparel
eBay: View the latest golf offers on equipment and accessories
My Deal: Price cuts on everything from goals to shinpads
New Balance: Kits, boots and training apparel
Rebel Sport: Access discounts on a range of equipment
The Market NZ: Browse sales on a range of accessories
Under Armour: Save up to 40% on Under Armour gear
When is Black Friday and when will Black Friday football deals start?
Plenty of online shops ready their Black Friday pages in advance, trailing some of the deals you can land – the likes of Nike, Adidas and Amazon all have Black Friday sales on the go right now.
However, unless you see a deal you don't think will still be in stock in mid-November, you're better off hanging on until Black Friday itself on November 25, 2023. Those 24 hours will be the time to land all the best sales, and FourFourTwo will be working tirelessly to help you find the best ones.
World Cup 2022 Live Updates: Poland Vs. Saudi Arabia
The 2022 FIFA World Cup is in full swing Saturday with Poland taking on Saudi Arabia at Education City Stadium in Al Rayyan, Qatar, and we've got you covered with all the action from the Group C tilt on FS1!
Earlier, Australia took down Tunisia 1-0 in a Group D matchup.
You can watch this game and every match of the tournament on the FOX Sports family of networks — the tournament's official English-language broadcast partner in the U.S. — and the FOX Sports app and FOXSports.Com. You can also stream full-match replays for free on Tubi.
Here are the top plays.
Poland vs. Saudi Arabia
The fans are ready …
Stay tuned for updates!
Read more from the World Cup:
Check out the full schedule for the World Cup and how to watch each match live here.
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