While football teams measure success through goals scored and points gained, brands find their success through increased revenues and healthy profit margins. So how can a brand win Euro 2020?
One, be seen by most people, and two, be associated with key moments of triumph at the tournament. The easiest way to achieve this is to become the kit supplier for a football federation.
Combined they sponsored a large majority of teams, including most of the pre-tournament favorites. But England turned out to be the only successful Nike team at the Euro, with France, Portugal, and the Netherlands being eliminated even before the quarter-finals.
Things didn't go well with Adidas with two of their best bets, Germany and Belgium, failing to make it very far. Puma surprised the market leaders, with three of their total 4 teams in the quarter-finals. Most would have expected at least one Adidas team in the final.
With Italy wearing Puma defeating two high profile Adidas teams, Puma is certainly challenging the traditional Nike/Adidas domination over Euro football.
While Adidas may have lost in shirt wars, they will find some solace when it comes to player boot sponsorship. Combined with Nike, the two brands have more than 80% of players on their roster. Although more than half of the players at Euros wore Nike Boots, guaranteeing the brand further exposure throughout the competition.
More than half of the goals scored in the tournament were scored by Nike Players. This perfectly reflects Nike's recent shift of strategy to scale down its player portfolio and focus on strikers and attacking midfielders who happen to score the most goals.
Puma with Switzerland, and Hummel with Denmark. Underdogs brands owned some key moments of the tournament and managed to steal some of the Attention often reserved for Adidas and Nike.
The success of Italy wearing Puma and players hint that the brand is catching up with Adidas and might become the new challenger of Nike.