The Midnight Club’s Post

adidas is killing the #NIL game. And so are these softball athletes in our latest activation for the new Adizero cleat. Prime example of how brands, athletes and universities can come together to maximize value in #NIL Athlete NIL + University MMR + Brand/Product placement is such a powerful and winning formula. This is the future of NIL. #sportsmarketing #influencermarketing #collegesports

In this week's most engaged post, SUI player, Alisha Lehmann leads all female athletes across sport, including the #WWC23. While she's an adidas athlete, PUMA Group benefits from the incidental exposure she generates due to logo visibility on her team kit. Reach out to learn more about max ad value. 📈 Keep following as we analyze and report on data and insights each week. #sportsbiz #sponsorships #datainsights

Dreaming about soccer? ⚽️ That’s a fun dream, but 'All Day I Dream About Soccer' isn’t where Adidas got its name. The brand was named after its founder Adolf “Adi” Dassler. Cultural know-how and pronunciation matter when going global! 😄 Got any cool brand name facts? Share them below. #Adidas #Brands #BrandNames #FunFact

How Puma is taking on Nike and Adidas at Copa America? To many, the German firm Puma was seen as a baby brother. This is reflected in overall sales, with Puma recording $2.1billion (£1.66bn at current rates) in revenue in the first quarter of 2024, compared to $5.46bn for Adidas and $12.43bn for Nike. As such, Puma is indisputably a challenger brand. Adidas has long had its tentacles wrapped around major FIFA tournaments, such as the World Cup, and UEFA’s prized assets- the European Championship and Champions League. But this summer’s Copa America is the first since 2004 not to have Nike as a sponsor of the tournament and the match ball. Instead, Puma has taken ownership, as part of a bigger deal including all of the South American football federation CONMEBOL’s country and club competitions. Yet Puma only sponsors one national team competing at the Copa America: Paraguay. Adidas sponsors eight (most notably Argentina and Mexico), Nike sponsors four (including the USA and Brazil), Marathon sponsors two, and Reebok sponsors one. It follows a pattern Puma has adopted in different markets, notably taking over sponsorship of the English Premier League ball from the 2024-25 season after a long period of Nike dominance, but sponsoring only one club in Manchester City. Puma also sponsors the ball in La Liga but does not sponsor any of Spain’s biggest hitters. NYT story by Adam Crafton, link below.

Adidas is revamping its marketing focus in the US. Adidas was betting on 2 big popstars in the US: Ye & Beyonce. Ye and Adidas had a very ugly, very public breakup which has now reached a lawsuit. Beyonce and Adidas parted ways over 'creative differences'. So what is Adidas latching on to in the US now? Basketball and Football! Some highlights: A multi-million dollar new set up for basketball products in LA. New MLS (US Football league) merch. Focus on the 2026 FIFA World Cup in North America. #thechitthi #madovermarketing #adidas #sports #business #strategy #marketing #advertisingandmarketing #basketballl #football

This year's Wimbledon was more than just thrilling competition—Carlos Alcaraz's victory over the seven-time Wimbledon champion, Novak Djokovic, was nothing short of exhilarating, creating a significant buzz on social media—it also marked a shift in the sports industry. Luxury brand activations took center stage (iconic names like ROLEX and Ralph Lauren to esteemed houses like Louis Vuitton Gucci and Hublot), underscoring the growing trend of high-end brands investing in sports and athletes. These partnerships are setting the stage for exciting new developments, showcasing the powerful synergy between sports and luxury brands. At Lefty, we recognize the importance of such partnerships and their impact on brand growth and customer engagement. We assist brands in measuring the impact of these activations and providing valuable insights into forthcoming trends and opportunities. Thanks to Annika Baer, Lea M. and Miguel Martínez #influencemarketing #dataanalytics #socialmediamarketing #wimbledon #arianagrande #carlosalcaraz #marketavondrousova #ralphlauren #rolex #louisvuitton #hublot #gucci #headtennis #yonex #wilson #asics #adidas #matberrettini #elisvitolina #kimwoobin HEAD Wilson Sporting Goods Co. Yonex Yonex USA ASICS Corporation ASICS EMEA adidas

Endrick, the 17-year-old Brazilian football star has signed a significant long-term contract with New Balance, which is set to run until 2028. 🇧🇷 This deal marks a notable shift from his previous arrangement with Nike which ended in February 2023 with New Balance emerging as the winner in a race run by adidas and PUMA Group also 🐴 Its reported his decision was influenced by the opportunity to be one of the main assets for New Balance in the future which was a prospect that appealed to him and his family. 👨👩👦 The deal with New Balance is unique, as it includes personalized signature boots for Endrick, akin to Michael Jordan’s iconic deal with Nike in 1984. ⛹🏾 This highlights a strategic approach by New Balance to position Endrick as a significant face of the brand and improve its appeal to a younger audience that aligns with their recent signings of Bukayo Saka, Eberechi Eze and Harvey Elliott. Perhaps the most interesting aspect of the deal is that it also includes community engagement initiatives, including visiting various communities, refurbishing football courts, and supporting sports-related projects. This demonstrates a commitment from both player and brand that extends beyond the commercial elements, aiming to make an impact at a societal level. 🏟️ Endrick's deal with New Balance is a testament to the changing face of sports endorsements, where emerging players can leverage their potential to secure lucrative and impactful partnerships ⭐️ #sportsbiz #parterships #sportsbusiness #footballnews #bts

🌟 Continuing the Legacy: Manchester United and adidas extend their partnership Manchester United FC confirmed their appeal and global influence by sealing the largest kit deal in the history of the Premier League, marking a significant milestone for both the club and the renowned German kit manufacturer, Adidas. The 10-year extension to their partnership amounts to a minimum of £900m. In comparison, Chelsea's £900m deal with Nike in 2016 covered a 15-year period from 2017, illustrating the magnitude and significance of these high-profile partnerships within the sporting industry. Manchester United's latest annual report revealed that the previous agreement with Adidas incorporated a performance-based element, with a portion of the yearly payments being tied to the club's participation in the prestigious Champions League. In the event of two consecutive seasons without Champions League qualification, there will be a 30% reduction in annual payments. Manchester United are now edging towards securing the top kit deal in world football following this lucrative new sponsorship deal, although they still have some ground to cover before they can overtake Real Madrid CF. #ManchesterUnited #adidas #football

This brand outperforms Nike, Adidas, and Reebok in earnings! In India, one brand surpasses the combined earnings of Nike, Adidas, and Reebok—Decathlon. Although it might not be widely known, here's the secret to its impressive revenue: Vast product selection: Decathlon caters to a wide range of sports under one roof, from cricket and football to cycling and tennis. Try before you buy: At Decathlon, you can test ride a bicycle or play a full game of table tennis before purchasing, making customers more likely to buy. Proprietary brands: Decathlon not only sells products but also manufactures its own brands. This strategy allows them to offer high-quality items at competitive prices. #productmarketing #productmarketfit #marketresearch #marketingtechniques #maketingstrategy #advertisements #advertising #advertisingindia #marketinghindi #businessstrategy #businessstorytelling #brandstorytelling #businessstrategy #brandstartegy #businessowner #startupculture #startupindia #marketingtips #marketingplan #brandingagency #marketingplan #hindibusiness #businesshindi #marketingstrategy #decathlon #nike #adidas #businessknowledge #marketingtips #businessinsights #sportsindia

⚽️ Morning Snapshot 👔 Albacete Balompié and Alfonso Serrano have mutually agreed to terminate Serrano’s contract as sporting director. 🛫 FC Internazionale Milano president Steven Zhang has expressed his desire to bring the club to China for a preseason tour this summer. 🤝 PUMA Group and adidas are poised to compete with Nike to become France's new kit supplier in 2026. 📺 The Eredivisie CV and ESPN have extended their broadcast rights agreement until 2030. 🤝 Olympique Lyonnais Groupe have extended their partnership with adidas until 2029. 🤝 adidas has also secured the kit supplier rights to نادي النصر السعودي - AlNassr Saudi Club in a three-year deal. ⚽️ LALIGA has opened its first football academy in Bogota, Colombia. 🤝 The Argentine Football Federation (AFA) has signed American Express as their main sponsor until 2026. 🤝 TSG Hoffenheim Fußball-Spielbetriebs GmbH have announced a partnership with security software manufacturer Enginsight GmbH. 🤝 Olympique de Marseille have announced HOLY as their new energydrink partner. #Partnership #Broadcasting #SportsBusiness #Commercial #Sponsorship #Football #SportsBiz #Finance #People #Data #Tech #Intelligence #Investment