Nike and Adidas accounted for the majority of the kits worn in the women’s tournament, with 23 of the 32 team jerseys in the newly expanded field supplied by the two companies. Nike backed 13 teams, while Adidas had 10.
There will be more at stake than just athletic pride when England and Spain square off in the FIFA Women's World Cup final on Sunday. The winning team's sponsor, Nike or Adidas, might see a multimillion dollar increase in sales.
Sports sponsorship is a significant sales driver for clothing manufacturers. According to officials speaking to investors, Nike's home jersey for the World Cup-winning U.S. National Women's Team [USWNT] became the most popular football jersey ever sold on its website in 2019.
According to Nike, overall revenue increased 10% in the first quarter following the competition, with the company's women's business experiencing double-digit growth "off the back of an incredible summer of celebrating female athletes."
According to executives, apparel sales at the 2019 Women's World Cup were four times higher than they were in 2015.
Adidas, who sponsors Spain, and Nike, who sponsors England, will now be looking to improve on that performance.
The North American consumer products lead for the consulting firm Publicis Sapient, Liz Papasakelariou, continued, "It's after the game when they really start to get that exposure and bang for their buck."
The majority of the uniforms worn in the women's tournament were made by Nike and Adidas, which also provided 23 of the 32 team jerseys in the significantly expanded field. Adidas supported 10 teams, while Nike supported 13.
Demand for goods from the two sportswear behemoths fluctuated due to an uncertain tournament that saw important power players eliminated early.
As the United States team, which Nike has sponsored since 1995, saw their earliest elimination from the competition, Nike lost a tremendous amount of potential revenue.
However, their agreement with the European champions England has proven profitable as the Lionesses attempt to win their first championship against Spain in the final.
The demand for the England women's shirt, which costs 79.95 pounds ($102), was similar to that observed during the Lionesses' historic run to the European Championship last year. On Wednesday, all sizes other than extra-small were sold out on retailer JD Sports' website.
In addition to a "massive uptick" in demand for celebratory flags and bunting, Ger Wright, general director of sport at parent firm Frasers Group, predicted that Sports Direct will sell out of England shirts before the final.
The demand for the Lionesses Nike jersey has been incredibly strong, and given their tremendous win to make it into the final, we expect fans will be showing their support by wearing the team’s colors,” Nike said.
Adidas stated that there is "continued demand" for Spain jerseys and that it is restocking both its own stores and the stores of its retail partners. While real jerseys cost 140 euros, its replica jerseys are 90 euros.
If Spain wins the championship, the German sportswear company also has plans to release "bespoke celebratory apparel" soon after the game.
Tournament co-host Australia’s run to the semi-final, where they lost to England on Wednesday, also prompted “unprecedented demand” for the team’s jersey, Nike said, with 13 times as many sold to date in Australia than in the same period of the 2019 tournament
The CEO of Adidas stated earlier this month that the demand for their Women's World Cup merchandise as a whole has exceeded expectations.
Spain's victory against Sweden in the Women's World Cup semifinals was viewed by the most people in Spain to date, according to Spanish broadcaster TVE, with an average of 1.92 million viewers and a 45.5% share.
The semifinal match between Australia and England was the most watched television programme in Australia, according to research agency OzTAM, with an average of 7.13 million people and a peak of 11.15 million.
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