There has a lot been said regarding the upsets, the big teams are facing. The tournament took a disastrous turn for Adidas when 2014 champion Germany and 2010 champion Spain got eliminated. Shares of Adidas and Germany’s team sponsor, fell 2.7 percent in the following session.

Since the start of the World Cup on June 14, Nike‘s stock is up almost 3 percent, helped mostly by a strong quarterly report and sales outlook last Thursday. Adidas has lost about 5 percent. But the World Cup remains a major marketing opportunity for Adidas, which is one of seven FIFA partners and the supplier of the World Cup match ball since 1970.

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