Nike's "Joga Bonito" Marketing Campaign

For the 2006 World Cup, 15 companies were selected by FIFA as the official sponsors of the event (Refer to Exhibit V for a list of the 15 official sponsors). It was estimated that each sponsor had paid amounts ranging between US$ 38 million to US$ 63 million to be associated with the event as an official sponsor.

Adidas was one of the main official sponsors of the World Cup. Adidas had dominated the football sports goods market ever since the 1950s. Adidas also held the distinction of being the official sponsor in all the FIFA World Cups held since 1978. For the 2006 World Cup, Adidas reportedly spent US$ 200 million on its World Cup campaign, which included its efforts to block Nike out of TV ads in Canada and the US...

In July 2005, Nike made its intentions clear about what it wanted to achieve through the 2006 World Cup. In a letter to all its retailers worldwide, Nike wrote: "The new season for Spring 06 will serve as the platform for launching Nike into the number one soccer brand in the US and the globe ... Prepare yourself and your business for a historic ride." Reiterating the importance of gaining the market leadership in the football market, Denson said, "Football is the No. 1 played sport, and so if we want to stay the No. 1 company in the industry, we are going to have to be No. 1 in football."