So Business of Soccer’s Brand Bracket continues today as Nike with the Netherlands and Greece faced a two-front battle against Adidas with Mexico and Lotto with Costa Rica. As a quick review, the Brand Bracket tracks the progress on National Team apparel sponsors in the elimination round of the World Cup. The bracket looks to highlight which brands continue to achieve high levels of impressions of their products as this World Cup continues to maintain record TV viewership. Progress, and consequently further reach and higher impressions, are invaluable to brands looking to take advantage of this global tournament.
This recent pair of matches today finishes up the teams who had advanced out of Groups A, B, C & D after Brazil’s penalty kick victory over Chile and Colombia’s confident 2-0 display over Uruguay yesterday. Those matches yesterday kept Nike and Adidas at five teams each at the expense of two Puma representatives though after today both still ended up one representative down with Lotto’s Costa Rica knocking out Nike’s Greece and Nike’s Netherlands knocking out Adidas’ Mexico.
With half of the Round of 16 now over and four teams eliminated, two Quarter-Final matchups are set for the Friday and Saturday, the fourth and fifth of July.
Keeping with the current elimination round trend, the first of the confirmed Quarter-Finals again avoid any single-brand matchups. As they stand now, ahead of the Group E,F,G and H Round of 16 matchups, Adidas and Nike are still tied with the most representatives at four each and Puma still behind them with only two teams left. Lotto stays alive in the World Cup as Costa Rica’s unbelievable run continues and we will find out whether Burrda and Belgium will advance or be eliminated by Nike’s United States on Tuesday at 4:00PM.