When England and Spain face off in Sunday’s Women’s World Cup final, there will be more than sporting pride at stake. A potential multimillion dollar sales boost is also on the table for the winning team’s sponsor – Nike, or Adidas.
Sports sponsorship is a huge driver of sales for apparel manufacturers. In 2019, Nike’s home jersey for the World Cup-winning U.S. National Women’s Team became the top-selling soccer jersey, for both men and women, ever sold in a single season on its website, executives told investors.
Overall revenue in the first quarter after the tournament grew 10 per cent, Nike said, including double-digit growth in the company’s women’s business “off the back of an incredible summer of celebrating female athletes.”
Apparel revenue from the 2019 Women’s World Cup was four times bigger than it was for the 2015 event, executives said.