The record level of television audience for the World Cup is a good harbinger for Nike, according to JPMorgan. The company, which increased the presence in football marketing this year to wear 10 of 32 League teams, currently gets about 9% of sales with the football category, compared with 21% with race and 13% with basketball.
The rival Adidas, which provides sporting materials for eight teams, and owns the official clothing and is the manufacturer of the ball used in the tournament, announced today that it is close to reaching the milestone of 2 billion euros in sales of football articles this year.
Nike discloses the results for the fourth quarter on Thursday (26), after the market closes.
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