Players wearing Nike boots steal TV limelight at Euro 2016

Nike's ambassadors outscored their Adidas and Puma rivals at the European championship in France

IG.com, a global leader in online trading, has revealed that Nike eclipsed their main rivals Adidas and Puma on the pitch at Euro 2016 when it came to television exposure in the battle of the boot brands, yet Adidas surpassed its rivals in the markets.

Accounting for 61% of boots worn at Euro 2016, Nike ambassadors outscored Adidas and Puma at Euro 2016, but with the vast majority of players in the Premier League wearing football boots supplied by these sportswear giants, they will each be hoping to outshine their rivals as the new domestic season gets underway.

Of the 105 goals scored at Euro 2016, players wearing Nike boots accounted for 60, ahead of Adidas (31) and Puma (12) with other boot brands accounting for the other two goals scored (discounting own goals).

Analysing which footwear each player from all 24 competing countries at Euro 2016 was wearing, Nike accounted for boots worn by 320 players across the squads of the 24 countries (61% of all players) compared to 164 players wearing Adidas boots (31% of all players) and 31 wearing Puma (6% of all players).

Nike, Adidas and Puma are among the stocks that IG analysts followed throughout Euro 2016 which can be viewed here. IG.com has produced an infographic summarising the battle of the boot brands at Euro 2016.

French striker Antoine Griezmann, who played in Puma boots throughout the tournament, claimed the Golden Boot as the top scorer at Euro 2016 with six goals.
Cristiano Ronaldo (Nike) and Olivier Giroud (Puma) were both three goals behind.

Additional facts illustrated in the UEFA European Championship 2016 battle of the boot brands infographic produced by IG show that:

-Nike ambassador Ronaldo equalled Michel Platini’s record as the all-time European Championship top scorer with nine goals.

-Nine of the 12 goals scored by players wearing Puma were scored by host nation France at Euro 2016.

-Adidas experienced the greatest share price rise during the tournament (+6.7%), consistent with the 60% gain so far during 2016 as a whole.

According to IG, sporting goods companies are anticipated to be one of the main beneficiaries from UEFA Euro 2016. Large sponsorships which cover more players guarantee more air time for these brands, regardless of how the players themselves perform.

Euro 2016 matches were viewed by millions, broadcast by TF1 and M6 in France as well as a global TV audience. Penalties, red cards and goals all contributed to the exposure of Nike, Adidas and Puma.

Joshua Mahony, IG UK, said: “Sporting goods companies, dominated by Nike and Adidas, are clear beneficiaries from Euro 2016. Aside from the extra replica kit sales during a football tournament for example, they get their goods on the top footballers and athletes on the planet in front of a worldwide television audience. There’s no better exposure for a brand than that.”

Chris Beauchamp, IG UK, added: “There’s no doubt that the overall marketing power of each company pays off as they dominate events around the globe in every major sport. Nike made revenue of $30.60 billion in its last financial year, up from $20.12 billion four years earlier, while Adidas made €17.60 billion, up from €13.32 billion four years previously. Contrast that with the €3.39 billion in revenue that Puma made in its last financial year, up from €3.01 billion four years earlier.

Stephen McGrath, IG UK, concluded: “All three of these sportswear brands have been buoyed by the Euro 2016 football tournament from a brand exposure perspective, yet they have had contrasting fortunes in a financial sense during 2016 to date; Adidas’ share price has risen about 70% so far this year, compared to a near 12% drop for Nike and a 13% gain for Puma.”

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