Nike and Adidas increase World Cup ad spending in brand rivalry
Yahoo Sports • 1 min read • Latest: Jun 19, 2026, 12:43 PM
Last updated Jun 19, 2026
Both Nike and Adidas have ramped up their advertising efforts for the World Cup this year. Nike's "Rip the Script" campaign features high-profile athletes such as Kylian Mbappe and Cristiano Ronaldo and has amassed 76 million YouTube views. Adidas counters with "Backyard Legends," starring Lionel Messi and Zinedine Zidane, reportedly costing £50 million. Adidas appears to be making a stronger impression in New York City, where their flagship store is heavily branded for the tournament, in contrast to Nike's focus on basketball. This advertising battle highlights the growing intersection of sports culture and digital marketing.
- •Nike's ad features stars like Mbappe and Ronaldo, gaining 76 million views.
- •Adidas reportedly spent £50 million on their campaign with Messi and Zidane.
- •Adidas's flagship store in New York is fully branded for the World Cup.
- •The rivalry emphasizes the companies' cultural engagement with football.
- •Campaigns aim to blend traditional marketing with digital culture.
- 12:43 PMYahoo Sports — Nike v Adidas - the World Cup brand battle
- 12:43 PMBBC Sport — Nike v Adidas - the World Cup brand battle
"Eye-watering budgets are nothing new, but this year both Nike and Adidas have gone bigger and bolder than ever before in the fight for World Cup attention.
"Eye-watering budgets are nothing new, but this year both Nike and Adidas have gone bigger and bolder than ever before in the fight for World Cup attention.
Sources
External links- Yahoo SportsJun 19, 2026, 12:43 PMNike v Adidas - the World Cup brand battle
Eye-watering budgets are nothing new, but this year both Nike and Adidas have gone bigger and bolder than ever before in the fight for World Cup attention.
- BBC SportJun 19, 2026, 12:43 PMNike v Adidas - the World Cup brand battle
Eye-watering budgets are nothing new, but this year both Nike and Adidas have gone bigger and bolder than ever before in the fight for World Cup attention.
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