We looked at data from SponsorPulse Celebrity Scorecards to understand how Adidas has scaled and grown to become one of the most relevant global powerhouses in sports sponsorships.
Similar to Nike, Adidas has a long-standing reputation in the realm of sports sponsorships with athletes, celebrities, and distinguished sports properties.
In fact, Adidas’s $1.4 billion annual budget in sponsorship spending is only second to Nike’s $1.6 billion per year, according to KPMG’s Football Benchmark.
We looked at data from the SponsorPulse Celebrity Scorecards to understand how Adidas has scaled and grown to become one of the most relevant global powerhouses in sports sponsorships.
From Local to Global
At its inception — given that it has European roots — Adidas naturally gravitated toward soccer partnerships, which currently dominate most of its sponsorship portfolio.
The brand has adorned giants like Real Madrid, Chelsea FC, Juventus, and Bayern Munich, solidifying its commitment to the most popular sport in the world.
While it currently spends most of its budget on soccer, Adidas echoes its dedication across different sports and continents.
Beyond soccer, Adidas has strategically delved into American sports, and it currently covers the U.S. National Soccer and U.S. Olympic teams under its sponsorship umbrella.
Forming a Dream Team
Another key to Adidas's success in the sponsorship world has been the talent that has represented the brand throughout the years.
Adidas' roster of celebrity partners features iconic names like Lionel Messi, James Harden, Donovan Mitchell, Paul Pogba, and Mohammed Salah.
The brand carefully crafts these partnerships and collaborations to align Adidas' values with the personalities and achievements of these athletes. Here’s why:
Lionel Messi
According to SponsorPulse Celebrity data, Messi stands shoulder to shoulder with Cristiano Ronaldo as the most popular soccer player globally.
With Messi leading in Awareness, Likeness, and Interest among soccer players worldwide, his association with Adidas is a testament to the brand's knack for aligning with true football royalty.
Messi's immense status as the GOAT and unparalleled talent now rocking the MLS have extended Adidas' reach to a global audience, solidifying the brand's position as a leader in soccer apparel and footwear.
James Harden
James Harden ranks among the most popular active players in the NBA. His Awareness scores, trailing only behind superstars Anthony Davis, Kevin Durant, Steph Curry, and LeBron James, highlight his widespread recognition, per SponsorPulse.
By being an NBA superstar known for his explosive style of play, Harden represents Adidas' commitment to partnering with athletes who embody the brand's values of performance and innovation.
Donovan Mitchell
While Donovan Mitchell, a rising star in the NBA, might not boast the highest popularity, his exceptional Likeness, the substantial Interest fans express in him (47%), and their desire to meet him (43%) underscore his appeal.
Donovan Mitchell exemplifies Adidas' strategy of investing in emerging talent. Mitchell's charisma and on-court prowess have made him a fan favorite, and his partnership with Adidas has helped the brand connect with a younger generation of basketball enthusiasts.
Paul Pogba and Mo Salah
Paul Pogba aligns perfectly with Adidas' bold and innovative brand image. Pogba's partnership with Adidas has transcended the sport, making him a global fashion icon and further elevating Adidas' brand profile.
Salah's partnership with Adidas has resonated with fans across the Middle East and North Africa, expanding Adidas' reach into new markets and representing Adidas' commitment to diversity and inclusion.
The influence of these and other talents extends beyond the playing field, resonating with diverse audiences. Adidas leverages its star power to sell products and craft a narrative that resonates globally, transcending the traditional boundaries of sports.
Tapping Future Partnerships
Beyond celebrity partnerships, Adidas has established a formidable presence by partnering with prominent sports properties, including the best brands in the business, such as the NBA, the NFL, Major League Soccer, and the German Bundesliga.
Data from SponsorPulse reveals that among Adidas users, the top brands scoring highly in engagement are the NFL (73%), Disney (72%), the NBA (66%), Marvel (64%), the MLB (64%), and The Grammy Awards (64%).
These numbers reflect a symbiotic relationship where Adidas seamlessly integrates (or could potentially seek to integrate) with these brands, capitalizing on shared values and mutual benefits.
For new properties like Disney, Marvel, or the Grammy’s, a partnership with Adidas could elevate these brands by allowing them to tap into the diverse and engaged Adidas user base and align with its values.
Find Your Edge With SponsorPulse
In the dynamic world of sponsorships, Adidas strategically leverages its partnerships to create a resonance beyond mere endorsements. The brand's exclusive endorsement deals and a commitment to excellence set the stage for continued success.
To uncover the insights that drive successful collaborations, delve deeper into the world of sponsorships, and explore the dynamics of brand partnerships, create a free SponsorPulse account today.
