
Die Teamausrüster bei der Weltmeisterschaft 2014
Die Weltmeisterschaft in Brasilien wird nicht nur der Kampf um die fussballerische Weltherrschaft für die nächsten vier Jahre sein, sondern es werden auch wieder Sponsoren und Ausrüster um die maximale Aufmerksamkeit werben. Das passiert zum einen ja unter der Schirmherrschaft der FIFA und zum anderen können die Sponsoren ihre eigenen Aktionen starten. Das passiert hauptsächlich, indem Sportartikelhersteller die Nationalteams offiziell mit Triktos und Schuhen versorgen und dafür dann ordentlich Geld abdrücken. Das wären dann die Ausrüster…
Wir wollen heute mal einen kleinen Blick auf die Ausrüster der Nationalteams werfen. Die spielen bei den Weltmeisterschaftsturnieren immer noch ihr eigene Turnier aus. Das ist für die Fans eher unspektakulär, aber für die Ausrüster absolut wichtig. Wer bei den großen Turnieren die meisten Mannschaften im Sponsoringportfolio hat, kann mit der meisten Aufmerksamkeit und mit dem meisten Umsatz in der folgenden Zeit rechnen. Und so ganz nebenbei werden die Aktionäre darüber auch nicht so unglücklich sein. Darum geht es bei den Ausrüstern und wir schauen jetzt mal wer sich bei der Weltmeisterschaft 2014 in Brasilien gut in Position gebracht hat:
Ausrüster | Â 2014 | Â 2010 |
Nike | Â 9 | Â 9 |
Adidas | Â 8 | Â 12 |
Puma | Â 8 | Â 7 |
Marathon | Â 1 | |
Umbro * | Â 1 | Â 1 |
Burrda | Â 1 | |
Uhlsport | Â 1 | |
Lotto | Â 1 | |
Legea | Â 1 | Â 1 |
Joma | Â 1 | Â 1 |
Brooks | Â 1 | |
Erke | Â 1 |
* Umbro ist eine Tochterfirma von Nike.
Wir haben auch schon im Jahr 2010 bei der WM in Südafrika einen Blick auf die Ausrüster geworfen. Daher sind in der Tabelle zum Vergleich die Zahlen von vor vier Jahren zu finden und sie zeigen, dass ein Ausrüster deutlich verloren hat. Woran liegt das jetzt? Ein kleiner Blick auf die Teamliste von 2010 klärt einzelne Sachen auf. Zum Beispiel wäre das Frankreich. Die wurden von Nike für 40 Millionen Euro abgeworben und laufen jetzt eben nicht mehr unter der Fahne von Adidas. Ob das die Franken schmerzt wage ich zu bezweifeln. So wie sich die Franzosen in den letzten Jahren präsentiert haben, sind sie sowieso nicht so beliebt bei den eigenen Fans wie zum Beispiel die Brasilianer. Griechenland wurde von Nike ebenfalls abgeworben. Ob das auch mit einem größeren finanziellen Einsatz von sich ging oder die Griechen keine Lust mehr auf Adidas hatten ist mir jetzt unbekannt. So oder so ging dieser Wechsel aber relativ still über die Bühne…
Südafrika, die Slowakei und Dänemark haben sich diesesmal nicht qualifiziert, sind raus aus der Adidas-Ausrüster-Liste für die WM 2014. Dafür ist diesesmal Kolumbien neu mit dabei. Das aber reicht nicht um die Spitzenposition zu halten, denn Nike hat mehrere der ganz großen Fussballnationen im Portfolio und ist deshalb weiterhin stark. Durch die beiden neuen Teams aus Frankreich und Griechenland hat man zudem jetzt zwei weitere Mannschaften bei der WM mit dabei, die sich durch regelmäßige Turnierteilnahmen auszeichen. Damit ist in meinen Augen Nike etwas konstanter aufgestellt als Adidas. Eigentlich sind diese Argumente auch alle egal, denn am Ende zählt doch nur eines und das ist der Weltmeistertitel. Wer dieses Team ausstattet, kann nach der WM auch am meisten bzw. effektivsten für sich Werbung machen. Ist ja eh klar, Platz 1 zählt und sonst nichts…
Adidas: Nigeria, Mexiko, Kolumbien, Japan, Russland, Spanien, Argentinien, Deutschland
Puma: Elfenbeinküste, Algerien, Ghana, Kamerun, Chile, Uruguay, Schweiz und Italien
Nike: Südkorea, USA, Kroatien, Australien, Brasilien, England, Frankreich, Griechenland, Niederlande, Portugal
Burrda: Belgien
Uhlsport: Iran
Marathon: Ecuador
Lotto: Costa Rica
Legea: Bosnien-Herzegowina
Joma: Honduras
Im Gegensatz zur letzten Weltmeisterschaft gibt es diesesmal ein paar mehr kleine Ausrüster. Diese Sportartikelfirmen rüsten hauptsächlich kleinere bzw. auch Neulinge bei der WM aus. Haben sie aber Erfolg kann es schnell passieren, dass sich die großen Drei ein paar Neuzugänge gönnen. Das ist dann bei den Herstellern auch nicht anders als bei den Teams. Obwohl…ich glaube so ein Wechsel von z.B. Honduras zu Adidas wäre sicher billiger als der Wechsel von Götze zum FC Bayern München war…
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