The most visible brand and the team kit with the best merchandising sales incidentally do not figure the first three positions of the Top 10 team kit sponsorship deals of the FIFA World Cup 2018.
Adidas on board with 12 teams as the official kit partner and Nigeria, which has seen its 30 lakh team kit replica being sold in a mere 15 minutes on online pre-bookings, are not in the first three positions in the Top 10 team kit sponsorship deals of the FIFA World Cup 2018. Nigeria fails to get a place at all in the Top 10 team kit sponsorship deals.
Each of the 32 teams participating in the FIFA World Cup 2018 finals in Russia have multi-million dollar sponsorship tie-ups for their kit sponsorships. The brands make multiple gains through merchandising and marketing rights. However, in this market, the economics of demand and supply is not detrimental to the team kit sponsorship deal.
Top brand icons presence, too, is not the key deciding factor. Otherwise, Cristiano Ronaldo’s Portugal or Lionel Messi’s Argentina should have topped the table among the Top 10 team kit sponsorship deals.
Nike had sold 30 lakh replicas of Nigeria’s home and away team kit in a mere 15 minutes, however, the US sportswear apparel and shoe manufacturer brands sponsorship deals with three other teams top the chart for the Top 10 team kit sponsorship deals.
The France football federation makes the most among the 32 teams participating in the FIFA World Cup 2018 by way of its kit sponsorship deals. Nike has a whopping $ 54 million (₹ 350 crores) annual kit sponsorship deal with Nike.
Next in the list come Nike’s deals with England ($46 million / ₹ 300 crores) and Brazil ($32 million / ₹ 210 crores).
Then German brand Adidas, sponsoring 12 FIFA World Cup teams, has its most expensive kit sponsorship deals with Germany and Spain @ $ 30 million (₹ 195 crores) per annum.
Japan receive $18 million (₹ 117 crore) a year from Adidas, followed by Russia $ 17 million (₹ 110 crore). Mexico is pocketing $13 million (₹ 84.5 crore) from its kit sponsorship deal with Adidas.
The 2016 UEFA European Champions Portugal receive $7 million (₹ 45.5 crores) a year from its kit supplier Nike – the fourth highest for the brand and the last among the Top 10 kit sponsorship deals for World Cup 2018.