Nike Inc are looking like they will defeat Adidas AG in the closely watched jersey sponsorship battle.
Nike's signature swoosh decorates the outfits of Brazil, France and England, the sides in the quarter-finals most favoured by betting websites to win the World Cup, plus Croatia.
Adidas currently have their branding on Belgium, Russia and Sweden in the quarter-finals, with the group of eight rounded out by Uruguay, sponsored by Puma SE.
The combined accomplishments of Nike-sponsored teams in Russia mark a major success for the U.S. sports apparel maker as it pushes to increase global soccer-related sales that reached more than $2 billion (£1.6 billion) in fiscal 2018.
“While Adidas dominates the European leagues and the U.S. professional league, certainly any market share that Nike can pick up in a non-traditional U.S. sport can only bode well for the stock price and brand,” said Jake Dollarhide, chief executive officer of Longbow Asset Management in Tulsa, Oklahoma.
