Adidas has beaten Nike – at least when it comes to the awareness of kit suppliers in the German Bundesliga. This is shown by an exclusive survey amongst German respondents Repucom has produced on behalf of German Sports Business Magazine SPONSORs.
61% of Germans surveyed were aware of Adidas as a Bundesliga kit supplier – not surprising since the brand with the three stripes equips 5 out of 18 teams, including German champions FC Bayern Munich and Champions League team Bayer 04 Leverkusen, although, Adidas has said “bye-bye Bayer” for next season.
Adidas’ closest competitor, global leader Nike, has an awareness of 52%, taking 2nd place in the survey ranking with four teams wearing the ‘Swoosh’ on their equipment. Reigning DFB cup winner VfL Wolfsburg will become Nike’s fifth team in the league from next season.
The third most recognised kit supplier is Puma (42% awareness), having two Bundesliga assets in their portfolio, Borussia Dortmund and VfB Stuttgart.
The three top dogs are followed by Kappa (28%), Jako (19%), Erima (9%) and Lotto Sport Italia, rounding off the ranking with a prompted awareness of 8%.
Prompted awareness of kit suppliers in the German Bundesliga
Lotto Sport Italia
All in all, the seven kit suppliers invest around €100m across all 18 Bundesliga clubs. This amount will probably increase, since there has never been such fierce completion amongst kit suppliers in the league before.
The brands with the highest turnover will focus even more strongly on the global top assets (like the deal between Adidas and Manchester United). As a result, the smaller competitors will split all other teams among each other.
Take Under Armour for example: the US market’s no. 2 has increased its revenues at record pace, a brand which is supplying Hamburg’s iconic club FC St. Pauli (2nd division) from next season on.
New Balance will look to target a German professional club not until 2017, according to NB country manager for Germany, Jürgen Konrad (source: HORIZONT 31/2015). New Balance is internationally well positioned, supporting among others Liverpool FC, Sevilla FC and FC Porto.
Besides the Bundesliga, there’s another tough fight between Adidas and Nike, when it comes to the kit supplier deal with the German Football Association (DFB), taking over the current deal that expires in 2018.