The UEFA European Championship (Euros) is due to kick off in Germany on June 14. It is the third edition of the tournament to boast 24 teams and with a live event cumulative audience of 5.2 billion, brand exposure is highly competitive.

One of the most prominent branding opportunities is afforded to the kit supplier market, where branded national team kits are prominently displayed.

NIKE outspends all of its rivals in the market, and this has equated to a greater visibility percentage across matches at this year’s tournament. The brand boasts 50% more active deals for Euro 2024 this summer than its biggest market rival, adidas, as its nine deals ensure 37.5% visibility across all teams at the tournament.

Across these deals, GlobalData estimates that the brand spends $132.99 million a year. The only brand that comes close to this type of spend is adidas, whose comparative annual spend for Euros kit deals in 2024 comes out at $112.31 million.

This means the average Nike Euro 2024 deal comes out below the average value for the adidas portfolio at the event. The monopoly held by the duo in the market is clear to see this summer. Not only are 62.5% of all competing teams wearing their kits but their combined market spend accounts for 93.83% of the expenditure across the 24 deals.

When it comes to understanding what kind of exposure Nike is paying for at the Euros, its deals with the biggest and highest-ranked soccer nations offer greater odds of generating more exposure at the later and key stages of the competition.

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Based on the official FIFA world rankings, Nike could earn a visibility of 64.71% across all games at this summer’s tournament. Further to this, the brand’s exposure only becomes more prominent as the tournament progresses, with the rankings suggesting that Nike could be involved in all matches from the semi-finals onwards, including a Nike versus Nike final.

Soccer is obviously not as straightforward as this, but the best teams do typically prevail towards the knockout stages and Nike is stacking the odds in its favor. Even away from this route prediction, Nike has several teams with outstanding chances to reach the final and lift the trophy, most notably the pre-tournament favorites, England.

With so many top-ranked teams on its roster, Nike will certainly be hopeful of being present at another major soccer tournament, having been involved in each of the last two FIFA World Cup and UEFA European Championship finals since 2016.

Nike remains active in looking to add its national team kit supplier portfolio too and clearly views it as an important part of its partnership strategy for the foreseeable future, as it has done historically.

This is proven by the shocking announcement made earlier in 2024 that the brand has sealed the rights to the German national team from 2027. The reported €100 million ($108.9 million) a year deal stands as one of the biggest coups seen in the market given the history and national base for market-rival adidas.

German soccer and adidas have been synonymous since the early 1950s, bringing an end to the longest-serving national team kit supplier partnership.