92 years have passed since 93,000 spectators filled Montevideo’s Centennial Stadium to witness the final of the first World Cup. Since then, 21 World Cup events have been played, injecting millions of dollars into the economy of the organizing countries.
Preliminary figures provided by Fifa suggest that the World Cup in Qatar, which will take place between November 21 and December 18, could move just over US$10 billion, between direct and indirect income.
Beyond the sporting spectacle, the brands became the great winners of recent times.
According to the consulting firm Brand Finance, the largest income for these sports clothing and footwear companies comes from the sale of shirts, so Adidas, Nike and Puma, among others, share the sponsorship of the 32 teams.
In this verification, Nike will take away from Adidas, the first position as the main sponsor of the selections that the German company had in the last World Cup 2018, which was played in Russia.
Comparative
On that occasion, the company with the three straps dressed 12 teams against 10 that the Oregon giant equipped.
In Qatar, Nike will outfit 13 teams (Qatar, the Netherlands, England, the United States, Poland, Saudi Arabia, France, Australia, Croatia, Canada, Brazil, Portugal and South Korea). Meanwhile, Adidas lost 5 teams compared to four years ago and will equip 7 selected: Argentina, Mexico, Spain, Germany, Belgium, Wales and Japan.
The one that managed to increase the number of teams that will host in Qatar is the other German company, Puma, who will uniform 6 teams: Senegal, Morocco, Switzerland, Uruguay, Ghana and Serbia. Then between Marathon (Ecuador), Hummel (Denmark), Kappa (Tunisia), New Balance (Costa Rica), Le Coq Sportif (Cameroon) and Merooj (Iran), the kit of the rest of the World Cup participants will be shared.
Although the consulting firm Band Finance does not have a projection on how many shirts could be sold in this World Cup, it warns that the number could be above the 17.7 million that were sold in Russia 2018. Adidas sold 8 million, and its sales overall increased by 10%.
Taking into account that the jerseys of the national teams have an average price between US$80 to US$110, it is expected that up to US$1.87 billion in this type of sports clothing will be sold this year, but complete uniforms are not included. , or sneakers, shorts, boots and other.
Another example: in the quarter prior to the start of Russia 2018 (June) the sale of sports products linked to the Argentine National Team increased by 396.9%, compared to the same three months of 2017, while between March and April 2018 they increased 18%, and from April to May it accelerated to 95.6%.
Source: Ambito
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