Reported 8 months ago
The German national football team will no longer wear Adidas jerseys as Nike takes over from 2027 onwards, reportedly providing at least twice the income. This change after decades of Adidas-Germany football partnership has shocked fans, perplexed the business community, and drew criticism from government officials. Furthermore, Chinese automaker BYD will be a major sponsor of the European Championship, providing official vehicles, reflecting the growing trend of overseas sponsors in major sports events. Sponsorship decisions are driven by high bids and strategic brand significance, showing the globalized nature of sponsor markets. Sponsorship impact on consumer behavior remains questionable, with only about 12% of surveyed respondents influenced by Euro sponsor brands in their purchases.
Source: YAHOO