Seven brands compete to score 32 World Cup jerseys

The jerseys of the 2006 World Cup in Germany generally have the following characteristics:

1, thin, sweat-absorbent. Every trophy changes in the World Cup, jersey technology has been reformed. All the brands in this year's Cup have made every effort. For example, ADIDAS uses Formotion and ClimaCool for fabrics.

2, retro. Many teams' jerseys have a retro trend. Their style design is more concise, not like the 1998 and 2002 World Cup complex.

3, chest position changes. The jersey number is generally placed in front of the right chest, which is a noteworthy change.

4, fonts have their own characteristics. Specifically, the three major brands have used different types of artistic fonts, of which ADIDAS mosquito coils and NIKE's blades are very fresh.

5. The details are supernatural. For example, the ADIDADS jerseys have contour lines and the PUMA jerseys have different dark floral patterns.

6. Away team clothing breaks through history. The design of the away team uniforms of the Netherlands, France and other teams broke through history to some extent.

There are 7 shirt sponsors for the 2006 World Cup team, including:

PUMA
Italy Czech Republic Paraguay Switzerland Poland

Iran Saudi Arabia Ghana Tunisia Togo

NIKE
Brazil Netherlands South Korea Portugal Croatia Mexico United States Australia

ADIDAS
Argentina Germany France Spain Japan Trinidad and Tobago

UMBRO
England, Sweden LOTTO
Ukrainian Serbia and Montenegro JOMA
Costa Rica MARRATHON
Ecuador

One, PUMA

Unlike Nike and Adidas, which are the main players in Europe, America, and Asia, the world’s third-largest sporting goods manufacturer, Hummer, has blown the charge forward to African teams. Jochen CEO Jochen

(Zeitz) announced on February 2nd the German "Economic Weekly" that it hopes to achieve this year's World Cup goal: Occupy the African market.

The Hummer came from a division of the Dassler family that year, and the Dasler family was the founder of Hummer's neighbor and rival adidas. The style of the Hummer is now combined with fashion, which has attracted the attention of some young European and American women. The bold personality of Hummer has been fully demonstrated in the last African Cup's design of a jersey for the "African Lions" Cameroonian team, resulting in disputes with FIFA. This lawsuit also made Hummer more attention.

The latest Hummer ads are mainly based on African players. They announce: “We are proud of Africa.” The three recent African Cup titles are sponsored by Hummer, the first two are Cameroon and Tunisia respectively, and in the African Cup in 2006 , Hummer is swept two final teams Egypt and Cote d'Ivoire. In fact, the five African teams that will participate in the World Cup in Angola, Cote d'Ivoire, Ghana, Togo and Tunisia are all wearing Hummer jerseys.

Hummer now hopes to quadruple its sales in Africa in the next five to six years! Don't forget that the World Cup will be held in Africa for the first time in four years. In 2004, Puma achieved a turnover of 45 million euros in Africa, accounting for 3% of the group's total sales. Johann Zeitz, President of Hummer, also hopes that the growing charisma of African teams can lead the sales of Hummer’s jerseys in markets outside Africa: “Africa football can indulge every fan.”

In order to revel in the fans, Hummer also collaborated with music video station MTV at the end of last year to search for endorsement songs for African football. The relevant advertisements for participation in the filming of Puma spokesperson Pele has been broadcast on MTV Europe and Africa. Hummer hopes to double the total revenue of the 2010 World Cup in South Africa! In fact, Jochen Zeitz hopes that the German World Cup this summer will enable Hummer's revenue to record an innovative record: operating profit will increase by at least US$350 million from US$300 million, while sales will increase by 30% to US$2.3 billion.

In addition to five African teams, the other seven World Cup teams Italy, Czech Republic, Paraguay, Poland, Switzerland, Iran and Saudi Arabia are all Hummer signing teams. The Italian team jersey was provided by Kappa in the Korea-Japan World Cup. This time it has been replaced by a Hummer. Despite having only one seed team in Italy, having 12 endorsement teams out of a total of 32 teams has made Hummer the most popular sports brand in the German World Cup sponsored teams. And who can guarantee that the 10 non-seeding teams will not be shocked this summer? Like a French brand

CoqSportif relied on the sales breakthrough achieved by the previous World Cup Black Horse Senegal.

Second, NIKE

On February 13th, at the Berlin Olympic Stadium, in the stadium of the German World Cup finals this summer, Nike unveiled its new team uniform sponsored by eight teams participating in the World Cup. Compared to four years ago, the total number of Nike’s contracted teams in the World Cup has not changed, but accompanied Brazil, Portugal, Croatia, South Korea and the United States, from the previous Korea-Japan Cup in Nigeria, Russia and The Belgian team replaced the Netherlands, Mexico and Australia in this World Cup.

Charlie Denson, chairman of the Nike brand business who personally attended the conference, announced: “Nike football is about finding fun. Our products, our players and our leading brands reflect this.” Non-World Cup official sponsors, and the contest held at the door of its main competitors, but this does not prevent Nike had held a large-scale promotion activities in the opener and the final venue of the stadium several months before the opening of the World Cup in Germany. The first pair of sports shoes produced in 1971 was football shoes Nike not only did not look down on football projects, but also hoped to be able to sit on the top spot of football supplies suppliers as soon as possible.

Instead of sponsoring large-scale events, it sponsors players and teams. Nike, an unofficial sponsor of major events such as the World Cup, always adheres to the “ambush” market strategy it created. In fact, in the last World Cup, their limelight was stronger than that of Adidas, a sponsor of the Japan Football Association, one of FIFA and the host. The historic South Korean team that reached the semi-finals and the last Brazil team that won the championship have all drastically boosted the situation. Nike football product sales.

US$9.9 billion in sales allowed Nike to consolidate its position as the world’s largest manufacturer of sporting goods in 2002. In the United States, the world’s largest market, Nike’s market share (40%) far exceeds that of Adidas (13%). ) and Reebok (12%). In 2004, Nike achieved a turnover of 13.7 billion U.S. dollars, surpassing the total of 11.1 billion U.S. dollars of Adidas and its Reebok merged last year. Nike’s market share in sporting goods (31%) is still the highest in the world, surpassing Adidas (28%).

The ambitious Nike has set a $1.8 billion advertising budget for this year's World Cup, much higher than his two major rivals Adidas ($1 billion) and Hummer ($220 million), which is also higher than that of the previous World Cup. $1.4 billion. Nike hopes to surpass Adidas through the World Cup to become the world's first football product market.

Mr. Denson said: Football is a very important globalization movement for Nike. Nowadays, football has become one of the selling points of its three sports with basketball and track and field. In 1994, Nike’s turnover in the football market was “only 40 million U.S. dollars, and today is 1.5 billion U.S. dollars! Nike announced its goals for the 2006 World Cup year on February 13th: sales of 23 million pairs of soccer shoes, 10 million footballs and 2 million new uniforms for the national team announced on the 13th.

Third, ADIDAS

As the traditional official sponsor of FIFA and the World Cup, Adidas has only 6 endorsement teams in the World Cup this summer, although most of them are seed teams: host Germany, France, Spain, Argentina, and the other two are Japan and Trinidad and Tobago teams participating for the first time. On February 13th, while Nike released 8 new national team uniforms, Adidas held new shoes “+F50” in Munich, Germany.

Tunit's conference officially announced the start of the World Cup business battle.

Adidas has always had a tradition of cooperation with the International Olympic Committee, FIFA and many football associations. For example, in China, adidas has taken a very aggressive offensive strategy in recent years, with the Chinese Olympic Committee, the 2008 Beijing Olympics, and the Chinese Football Association respectively. China Team and China Pai Association reached a large sponsorship agreement. As the official sponsor of FIFA, the three bars will be the only sporting goods trademark appearing on the official website of the World Cup.

In addition, Adidas also has a traditional "home advantage" in this year's World Cup, because the host football association is also its partner, like France in 1998, Japan in 2002, and the 2006 World Cup was held in Germany, the birthplace of Adidas. .

While maintaining traditional cooperation with official organizations, Adidas is also increasing its focus on endorsing players. Now, England's Beckham and Defoe, Germany's Barak, France's Zidane, Vieira and Cisse, Brazil's Kaka, Spain's Raul, Argentina's Savio Ladder and others were recruited by Adidas. Following Kaka, Adidas signed the Messi, the last World Youth Championship, earlier this year to know that both Brazil and Barcelona are traditionally sponsored by Nike.

Adidas has changed its robust style in recent years and began to take the initiative. Herbert Hainer, President of Adidas, while streamlining his work, transferring manufacturing plants to China and Eastern Europe, and achieving profitable growth of the Group, last year was historically bought for $3.8 billion (a temporary price of $3.1 billion). Yao Ming and other stars endorsed Reebok. As the official partner of FIFA, as the first in the football product market, Adidas hopes to be able to impact Nike’s position as the leader of the entire sporting goods market.

Adidas announced in December last year that it completed the sales task of the 2006 World Cup derivative products: 10 million football, 1.5 million jerseys and 1 million pair of "PREDATOR" sneakers. Currently, football products account for about 20% of Adidas's total sales. Now they hope to use the 2006 World Cup effect to increase the revenue of football products by 20%-25%. Adidas's president, Herbert Haina, has already announced their goal of selling their football products in 2006: $1.1 billion.

Fourth, UMBRO

UMBRO, an internationally renowned brand with a history of 78 years, is a UK-based manufacturer of football apparel and was founded in 1924 by British Humphreys brothers. The brothers used their English names (HUMPHREY

The five English letters in BROTHERS) were merged into the UMBRO word, which was later combined with a diamond double diamond pattern to become UMBRO's registered trademark.

Due to the unluckyness of Scotland and Ireland, Ghana was again snatched by PUMA. This year, only England and Sweden teams wore their jerseys.

V. LOTTO

LOTTO is a famous Italian brand, but its main direction seems to be tennis, racing and so on. In this World Cup, it sponsored Ukrainian and Serbia and Montenegro.

Sixth, JOMA

JOMA seems to be famous for the manufacture of shoes. The World Cup sponsors the Costa Rican team.

VII. MARRATHON