World Cup Daily
Posted by Mark J. Miller on July 10, 2014 02:22 PM
When Argentina’s Maxi Rodriguez put the final ball into the back of the net at the end of the seemingly endless World Cup semifinal against the Netherlands, there was a lot of celebrating going on across the globe. One place where there was sure to be extra high fives was within the offices of adidas.
The game, along with the other World Cup semifinal between Germany and Brazil, had pitted teams outfitted by adidas against those outfitted by Nike, and in both cases, the adidas-clad team won. Now adidas will have a World Cup final all of its own, featuring the man who has been the centerpiece of its World Cup-related marketing: Argentina’s Lionel Messi.
“Sponsoring the final teams is the grand prize for the apparel brand,” John Kristick, global chief executive officer of ad buying agency GroupM, part of WPP Plc., told Bloomberg. “There will be an immediate sales lift in the winning country, but these teams are football powerhouses—where, win or lose, the support for product sales will remain strong.”Continue reading...
Posted by Dale Buss on July 10, 2014 09:33 AM
American Apparel gets $25 million lifeline from hedge fund as Bloomberg Businessweek details Dov Charney’s “sleazy” campaign to control company.
Harley-Davidson recalls 66,000 motorcycles.
Donald Sterling vows never to sell Los Angeles Clippers.
Kia adds “sonic branding” with startup jingle.
Samsung faces new child labor allegations.
MORE BRAND NEWS
adidas claims World Cup victory over Nike and introduces FuelBand rival smart band.
Aereo signals it sees path to survival.
Amazon offers to give Hachette e-book money directly to authors.
Apple patents a way to make all-glass devices and wins EU trademark for store designs.
Bob Evans risks shareholder unrest after weak quarter.
Boeing sees no end to jetliner boom.
Bud Light supports Lime ‘Ritas.Continue reading...
Posted by Shirley Brady on July 9, 2014 11:14 AM
No confirmation on adidas signing on to replace soccer-bullish Nike as Manchester United's official kit-maker, but the FIFA sponsor just released an animated video ahead of the Argentina vs. Holland semi-final with its "all in" tagline: "Messi or RVP. Robben or Di Maria. Destiny is at their feet. This is the World Cup semi-final. It's now or never. all in or nothing."
Check it out below, along with the adidas #VAMOSLEO Lionel Messi app (vs. the Nike football app), McDonald's #FryFutbol recap of Brazil's crushing defeat by Germany, and more sports branding headlines.Continue reading...
Posted by Mark J. Miller on July 8, 2014 02:08 PM
Soccer is the one category where Adidas has a significant market-share lead over archrival Nike and the latter would love to change that. For evidence, take a gander at how much Nike has invested in World Cup-related marketing.
As much as Nike would like to conquer the one last silo Adidas has, it apparently isn’t ready to open its wallets completely in order to continue being associated with the biggest-name football club in the world: Manchester United.
Nike’s 13-year deal to supply uniforms for the team ends next year and the pair have been in talks about an extension. Nike currently pays out around $40 million annually along with a percentage of merchandise sales to ManU, Bloomberg reports. Now the team is said to want $102.8 million each year—an amount that Adidas may be willing to pay—as Nike confirmed today that it will no longer sponsor the storied team.Continue reading...
World Cup Daily
Posted by Mark J. Miller on July 7, 2014 05:10 PM
While many World Cup viewers are cramming themselves into sweaty bars, overpacked family rooms and massive public spaces, there are a few women in England who are seeing the matches in style.
Benefit Cosmetics created a pop-up pub in London for women to watch the Cup along with other events, such as Wimbledon. It opened on the first day of the Cup with “cocktails, canapés,” and free “make-uppers” from beauty artists in attendance. The pop-up space will shut down on July 13, the final day of the soccer tournament.
It isn’t just a sports pub for women, though, according to Event Magazine. There have also been karaoke nights, wine-tasting sessions, bingo and poker sessions, and live comedy, among other things. But Benefit's gambit is reflective of a greater push to recognize female soccer fans in a largely male sport.Continue reading...
Posted by Shirley Brady on July 3, 2014 09:39 AM
USA soccer loss to Belgium (see McDonald's Fry Futbol highlights above) nets second-highest World Cup audience
Adidas and Walmart shoe designer settle trademark dispute.
Apple sued for trademark infringement in China.
Big 12 conference unveils new logo.
BP loses bid to trademark the color green.
MORE BRAND NEWS
American Apparel ousted CEO strikes investment deal.
Campbell Soup Company focuses on creating "food memories."
Dell opens center for selfie improvement.
Fab launches Hem sub-brand for customizable home furnishings.
Globe & Mail journalists strike over advertorial push.Continue reading...
World Cup Daily
Posted by Sheila Shayon on June 30, 2014 06:14 PM
With seats in the World Cup quarter finals quickly filling up, the full effect of the World Cup branding machine is becoming more evident. With tensions and spirits high, soccer fans around the world are shattering viewership and engagement records as brands' marketing efforts continue to see major pay-off.
The US soccer team’s 2-2 draw against Portugal was the most-watched soccer telecast ever in the US, grabbing an audience of 26 million people via ESPN, Univision, ESPN3 or WatchESPN, plus untold masses at sports bars and watch parties nationwide. High-interest matches like Brazil vs. Croatia, Spain vs. Netherlands and Germany vs. Portugal also saw spikes in viewership across broadcast and online networks.
On social media, brands, whether an official sponsor or not, are seeing major traction with real-time marketing efforts and major World Cup-themed campaigns. So brandchannel asked Jeff Hoffman, SVP of Content Marketing at Erwin Penland (the agency behind Denny’s account) what brands he felt are utilizing social media the best during the games:Continue reading...
Posted by Dale Buss on June 27, 2014 09:03 AM
Adidas pulls teeth-baring ads featuring Suarez after World Cup biting incident.
GM now faces federal grand jury probe in recalls, as company finally recalls 29,000 Chevrolet Cruze models that were part of sales “stop order.”
Nike sales fueled by World Cup and social marketing.
Yahoo seeks to buy YouTube content partner Fullscreen.
Google starts scrubbing Europe search results under “right to be forgotten.”
MORE BRAND NEWS
Audi introduces understated first plug-in hybrid as brand beams World Cup results over New York's East River using headlights.
Buick puts on running shoes with MyMapFitness.
Cracker Jack launches "Surprise Inside Project" gifting campaign.
McDonald’s tests mobile ordering app.
Mercedes-Benz packs its GLA crossover in new social campaign.Continue reading...