Leicester City deal helps Puma outstrip rivals Adidas and Nike

[davieG]

 Frank Dalleres

I am Sports Editor at City A.M. I have previously worked for the Telegraph speci

 

Puma's deal with Leicester achieved by far the best ROI in the study (Source: Getty)

Puma is outperforming bigger rivals Adidas and Nike to achieve the best return on investment from its football kit deals, according to a new study published today.

The German sportswear manufacturer’s contracts with Leicester and Arsenal rank highest for value in Brandwatch’s Brand Visibility Report, which is based on data from social media.

Every image shared on Twitter or Instagram of a Leicester kit that featured Puma’s logo cost the company the equivalent of 68p, making it by far the cheapest per image.

Read more: Leicester bank more money from Champions League than champions Real Madrid

Puma’s association with Arsenal cost £2.30 per image but was still second best for value.

Adidas’s deal with Manchester United was third, at £4.45, despite costing the company around £75m per season.

Nike’s contract with new Premier League champions Manchester City was fourth, at £4.71.

Puma’s success may be due in part to including its logo on the sleeve of football shirts and not just on the chest, as manufacturers traditionally have, thereby maximising visibility.

The value derived from Leicester is also due to its unusually low cost – said to be £1m a year. The deal was struck before the club’s against-the-odds league title win in 2016.

Adidas is the leading brand across all sectors for sheer volume of images appearing on social media, however. Its logo appeared in more than 6.6m unique images per month – or three every second – according to the study.

Nike was second, with 5.1m, followed by Google, Emirates, Puma and Coca-Cola. Starbucks, McDonald’s, Disney and Apple completed the top 10.

Puma placed first when images views were adjusted for revenue, however, followed by Under Armour, Adidas, the BBC and Vans.

[urban.spaceman]

NOT FOR LONG

[AKCJ]

So basically we should have got more money?

[stevelcfc]

Rudders out!

[Ian Nacho]

Good riddance to Puma, will never forget when we won the Championship and one of our goalkeeping kits was just the away kit

 

[Guest]

Doesn't puma sponsor one of the kardashians? Happy to be moving on adidas...

[Guest]

http://www.complex.com/sneakers/2017/05/the-kardashians-are-taking-over-the-sneaker-industry

 

aww, crap. nevermind.

 

*AGAINST MODERN FOOTBALL*

[NewEnglandFox]

15 minutes ago, winchesterton said:

Doesn't puma sponsor one of the kardashians? Happy to be moving on adidas...

Get ready for the Yeezy Citehs! Every sportswear brand has some sort of A-list celeb on their roster these days. If you wish we leave Puma because of the Kardashians then how do you feel about Nike and ADIDAS's roster? It's not an objective position.

[Nick]

Puma is out performing in sales hands down because they have compromised on the quality of material and assembly. Their fortunes won’t last long.

[Nick]

Bring on Adidas and a decent quality and assembled shirt. Screw you Puma.

[Guest]

53 minutes ago, NewEnglandFox said:

Get ready for the Yeezy Citehs! Every sportswear brand has some sort of A-list celeb on their roster these days. If you wish we leave Puma because of the Kardashians then how do you feel about Nike and ADIDAS's roster? It's not an objective position.

See my 2nd post above. FWIW, my vote has always been for umbro, though they haven't been the same since nike sold them on.