The EURO 2024 Battle of Brands

EURO2024: Battle of the Brands

The EURO2024 tournament is not just a competition between national teams but also a significant marketing opportunity for brands like Adidas, Nike, and Puma. This section delves into the impact of brand sponsorships and marketing strategies during the event.

Brand Sponsorship Dynamics

• Nike leads with 9 out of 24 national teams, followed by Adidas with 6 and Puma with 4 teams.

• Quality of team performance matters; Nike had more successful teams in later stages compared to Adidas.

• German fans heavily supported Adidas merchandise, making the pink Germany shirt a best-seller.

Marketing Strategies and Impact

• Adidas faced challenges as they lost the German Association sponsorship to Nike before the tournament.

• Both Adidas and Nike strategically selected players for endorsements, impacting brand visibility.

Check24's Unconventional Marketing Strategy

Check24, a price-comparison platform, creatively leveraged free jersey giveaways to gain massive exposure during EURO2024 without official sponsorship.

Innovative Marketing Approach

• Check24 distributed free jerseys with prominent logos, leading to viral marketing success.