WOMEN'S FOOTBALL
Nike v. Adidas: Soccer World Cup sponsors gear up for England, Spain finale
When England and Spain face off in Sunday’s Women’s World Cup final, there will be more than sporting pride at stake. A potential multimillion dollar sales boost is also on the table for the winning team’s sponsor – Nike, or Adidas.
Sports sponsorship is a huge driver of sales for apparel manufacturers. In 2019, Nike’s home jersey for the World Cup-winning U.S. National Women’s Team became the top-selling soccer jersey, for both men and women, ever sold in a single season on its website, executives told investors.
Overall revenue in the first quarter after the tournament grew 10%, Nike said, including double-digit growth in the company’s women’s business “off the back of an incredible summer of celebrating female athletes.”
Apparel revenue from the 2019 Women’s World Cup was four times bigger than it was for the 2015 event, executives said.
Now longtime rivals Nike, sponsoring England, and Adidas, sponsoring Spain, will be hoping to build on that performance.
“It’s after the game when they really start to get that exposure and bang for their buck,” added Liz Papasakelariou, the North American consumer products lead for consulting group Publicis Sapient.
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.
An unpredictable tournament with major power players knocked out early created bumps in demand for merchandise from the two sportswear giants.
Nike lost enormous earning potential as the U.S. team, which it has sponsored since 1995, suffered their earliest exit ever in the tournament.
However, its deal with the European champions England has proven lucrative as the Lionesses go for their maiden title in the final against Spain.
The England women’s jersey, priced at 79.95 pounds ($102), was sold out in all sizes except for extra-small on retailer JD Sports’ (JD.L) website on Wednesday, mimicking the demand seen during the Lionesses’ historic run to the European Championship last year.
England jerseys looked set to sell out before the final at retailer Sports Direct, with a “massive uptick” in demand for celebration flags and bunting too, according to Ger Wright, managing director of sport at parent company Frasers Group (FRAS.L).
“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 said it sees “continued demand” for Spain jerseys and is replenishing stocks in retail partners and its own stores. Its replica jerseys are priced at 90 euros, while authentic jerseys cost 140 euros.
The German sportswear giant also plans to roll out “bespoke celebratory apparel” within days of the final if Spain lift the trophy.
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.
Adidas’ CEO earlier this month said demand for its Women’s World Cup products overall has been stronger than it expected.
Spanish broadcaster TVE saw an average of 1.92 million viewers with a 45.5% share during Spain’s semi-final win over Sweden, making it the most watched Women’s World Cup match yet in the country.
With an average audience of 7.13 million viewers – and a peak of 11.15 million – Australia’s semi-final against England was the highest-rated television program in Australia recorded by research firm OzTAM since it launched in 2001.
-Reuters
Spain striker Esther Gonzalez scored twice in the first half as her side powered to a 5-0 win over Portugal at the Women’s Euros that was overshadowed by the deaths of Portugal international Diogo Jota and his brother Andre Silva in a car accident earlier on Thursday.
On an emotional night that began with a minute’s silence for the brothers, Portugal went behind almost immediately, Olga Carmona putting the ball over the top for Gonzalez to run on to and score in the second minute.
Mariona Caldentey did superbly to pull the ball across the box for Vicky Lopez to score the second goal five minutes later.
The Portuguese managed to steady the ship but they were rocked again four minutes before the break when Alexia Putellas took down another great pass from Caldentey on her chest before calmly cutting inside and firing home.
“I highlight our mindset, how we came out to play,” Putellas said. “We were really eager to get started but it’s only the first match.”
There was more misery to come for Portugal before halftime as Gonzalez netted her second goal two minutes later, scoring from close range after Claudia Pina’s cross came back off the far post.
The world champions were delighted to be able to bring in Aitana Bonmati from the bench following her recent brush with viral meningitis, and the playmaker wasted no time getting into the thick of things, setting up a chance for Cristina Martin-Prieto.
“Aitana is a very important player for us. We are delighted that she is back and has overcome her illness. It is a joy,” Putellas said.
Portugal showed more composure in the second half but they were no match for Spain’s power, precision and technique and, though they held Spain at bay for most of the second half, Martin-Prieto scored with a superb late header to complete the rout.
“We conceded early goals and the team became anxious and unsettled,” said Portugal forward Diana Silva. “We couldn’t get hold of the ball and then it’s harder to chase the result. We were much better in the second half, more united. We didn’t allow Spain so much space to get in.
“We believe until the end, our goal is to earn points until the end and everything is still up for grabs.”
Silva and her teammates remained on the pitch after the final whistle, posing in front of their fans with a huge black banner in memory of Jota.
Spain’s victory was their biggest in a European Championship, surpassing their 4-1 win over Finland in 2022, and was the ideal start for what the tournament favourites hope will be their first Women’s Euro title.
With Italy having defeated Belgium 1-0 earlier in the evening, Spain top the group with the Italians second. Spain take on the Belgians in their next game, while Portugal face Italy.
-Reuters
The draw for the FIFA U-17 Women’s World Cup Morocco 2025 was held on Wednesday in Rabat. It set the tone for a highly anticipated edition of the tournament.
The event will feature competitive groups. There will be a dazzling, historic opening match between the host nation and Brazil.
Hosts Morocco, Cameroon, Nigeria, Côte d’Ivoire, and Zambia will fly the African flag. This will occur during the 3-week tournament taking place between 17 October – 8 November.
As hosts of this eighth edition, Morocco have not been dealt an easy hand. Drawn into Group A alongside Brazil, Italy, and Costa Rica
The opening match is scheduled to take place in Rabat. It will see Morocco go head-to-head with a Brazilian side renowned for its strength at youth level.
This high-profile fixture will be an important benchmark for Morocco. They can gauge how far they’ve come in their footballing development.
Cameroon to Tackle a Formidable Group B
Group B presents a stern test for Cameroon. They will face North Korea, Mexico, and the Netherlands.
This group showcases a compelling mix of footballing philosophies and playing styles. The Lionesses will need to combine tactical discipline with physical strength to compete effectively.
Cameroon have never advanced beyond the quarterfinals in this competition. Their U-17 side will be hoping to break new ground.
Their recent success on the regional stage, particularly within the UNIFFAC zone, offers a solid foundation for optimism.
Nigeria Aim to Maintain Their Legacy
As one of the most successful African nations at youth level, Nigeria arrive with a proud legacy to uphold.
Drawn into Group D, the Super Flamingos will take on France, Canada, and Samoa. It’s a challenging group, but well within reach for a team known for its athletic prowess and technical quality.
The Nigerian class of 2025 is attracting a lot of attention. With the right momentum, they have the potential to reach the quarterfinals or even further. Their encounter with France could very well be the pivotal fixture of the group.
Debut Challenge for Côte d’Ivoire
Côte d’Ivoire will make their tournament debut in Group E, where they’ll face Spain, Colombia, and South Korea. The Ivorians will need to demonstrate character and determination to compete at this level.
Their match against Spain, the runners-up in the previous edition, will be a formidable test. However, it’s not insurmountable. Should the Little Elephants manage to hold off the Spanish onslaught, an upset could be on the cards. Their attacking line known for its speed and unpredictability could be their biggest asset.
Zambia Ready to Make a Statement in Group F
In Group F, Zambia is set to face Japan, New Zealand, and Paraguay. Though less experienced than their opponents, the U-17 Copper Princesses arrive with a clear goal: to surpass the performance of previous African teams at this stage of the tournament.
It’s a demanding draw, particularly against a Japanese side famed for its collective organisation and fluidity.
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Finland women’s national team manager has apologised for mistakenly calling up a long-retired 51-year-old for this week’s game against Serbia.
When submitting the lineup, manager Outi Saarinen mistakenly entered former player Stina Ruuskanen instead of 23-year-old Djurgarden defender Nanne Ruuskanen.
The error was not discovered until past deadline.
Ruuskanen, who received her call-up 29 years after playing two senior internationals for Finland, took the mix-up in good humour.
“I’m definitely ready if the call comes! Just yesterday I was playing in a hobby league match … so my game feel is good,” she told the Finnish newspaper Ilta-Sanomat.
The younger Ruuskanen, who is no relation, was unable to take part in the Nations League match, a 1-1 draw in Helsinki on Tuesday.
“Nanne was, of course, disappointed but took the news very well considering the circumstances,” Saarinen said in a statement from the Finnish Football Association.
“I am very sorry for the mistake.”
-Reuters
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