"Impossible is nothing" : the slogan of Adidas

In fact, since the first of October, Adidas diffused an ad with Scooby doo and David Beckham. England and Real Madrid soccer star David Beckham is set to star alongside Warner Bros movie star none other than cartoon dog detective Scooby Doo.

The pair will appear together along with the rest of the amateur slueths in a new publicity campaign for sportswear giants Adidas.

In the advertisement for the sportswear company, Beckham will be depicted as a ghost who is eventually exposed by Scooby Doo and his pals Shaggy Daphne, Velma, and Freddie.

Beckham has said he was delighted to have been able to appear alongside Scooby Doo.
The footballer was quoted as saying he liked the idea that he would feature in a legendary cartoon that Brooklyn and Romeo love to watch.

After having launched in 1990 an imaginary character for the collection Streetball, Adidas proves once more that the advertising competition is played also and more and more on the ground of the innovation.
(You can see this ad in my links)

Lizarazu and Lu

Lizarazu and Lu
Originally uploaded by Mat1000.

"La victoire est en nous" ad in Paris

"La victoire est en nous" ad in Paris
Originally uploaded by Mat1000.

A social event use by Adidas

sfr and desailly

sfr and desailly
Originally uploaded by Mat1000.

The World Cup : a springboard for brands !!!

In 1998, Adidas, partner of the french team, enlarged its brand image face to Nike. With its slogan "La victoire est en nous" and the victory of the french soccer team, Adidas supplanted all its competitors. Beyond this advertising campaign, Adidas created a wonderful social event in programming the victory face to Brazilian team sponsored by Nike.
After this World Cup, advertisers benefited from the popularity of the french players, authentics springboards for brands, like Zidane and Orange, Lizarazu and Lu, Desailly and SFR, or Barthez and Mc Donald's.

pepsi

pepsi29
Originally uploaded by Mat1000.

An other example with only football stars

pepsi japan commercial

pepsi10
Originally uploaded by Mat1000.

An example of Pepsi sponsoring with football players

Football player : the new "pet"

After teams, football players are the new pets of advertisers. Companies associate a football star with a product, like David Beckham and Pepsi, in order to improve its public image and to benefit from commercials spin off.
For an other part, companies benefit from football stars fame, and they make sure a world presence in the media with the numerous competition which can do in a year (Champions league, National Championship, and competition with the National Team).

Historical background

For companies, the first way employed to interverne in the soccer was the supply of equipments. In the 60's and 70's, Adidas - which was then the partner of all the championship - offered shirts to the clubs. Today, it became a true business !
Now, Adidas and others marks give a lot of money to any teams for wearing their mark.
This year, Adidas equips nothing any more but two formations out of eighteen Leagues 1 of them: there is a true crumbling, which benefits ten marks.
But in the 80's, the sponsoring increased quickly with billboards, and sponsor on the shirts. The soccer became a great opportunity for promoting companies with its millions of fans.
And, with the World Cup 98 effect, the sponsoring and ads still explosed with the arrival in our publicities of professional players, like Zidane or Beckham.

Soccer players and ads

A lot of football players have a leadership for people who like them. And a real nich for companies seems to be an oppurtunity to expose soccer star for promoting their products.

Cuba maradona y el ché

Cuba maradona y el ché
Originally uploaded by Mat1000.

I want to see you my favourite football player, and the most charismatic.

CUBA_MARADONA_HOSPITALIZED

CUBA_MARADONA_HOSPITALIZED
Originally uploaded by Mat1000.

El rey diego

El rey diego
Originally uploaded by Mat1000.

diego_maradona

diego_maradona
Originally uploaded by Mat1000.

I love marketing

Welcome in my marketing blog. I hope you 'll like it.
My name is Mathieu Berranger. I'm a student in a business school of management in Le Havre.
I'm very interesting in football players and their powerfull marketing.