Our yellow jersey at the World Cup – Copa 2022

Brazilian fans are excited about the chance of a sixth world championship in Qatar – André Durão / MoWA Press

I worked as an executive for a World Cup sponsoring brand in 2013 and 2014 and I remember the effort we made to develop all consumer touchpoints well in advance. However, the weather really heated up on the day of Brazil’s opening.

Now with a little more experience, I know that the World Cup topic actually catches fire when the national team enters the field and becomes part of conversations at work, lunches, happy hours and social networks. I also realized that, among all the symbols of the World Cup, the most marketable and, consequently, profitable are the selections’ shirts.

The Brazilian shirt turned yellow after we lost the 1950 World Cup final. Since then, we’ve been known as the Canarinho team, although Australia and Ecuador also use yellow as their home shirt. Since 1982, the shirt has been the supplier of sports material and, after Topper and Umbro, Phil Knight, founder of Nike, personally asked his staff: “let’s sign with this team that just won the 1994 World Cup in the United States” .

Thanks for this one, Baggio! If his penalty had gone in, history could have taken a different path. The fact is that, even with Adidas being the sponsoring brand of the World Cup since 1970, Nike, the largest sports material company in the world, decided to enter football for good precisely in 1994, when the Cup was held in its country of origin. .

The fashion world lives in cycles, and Nike understands this very well, so much so that it renews shirt details frequently to keep fans interested in buying the latest model that is worn on the fields by idols.

This Thursday (24th), in Brazil’s World Cup debut, a sea of ​​yellow shirts was seen throughout the city, both official and similar. People’s sympathy for Brazil certainly contributes to the success of our colors when choosing which shirt to buy for the World Cup. The “play hard” (with the jaguar as a symbol), which replaced the “joga bonito” in other World Cups, may have helped, as well as having good players in the main leagues in the world. Political aspects referring to the last presidential election seem not to have crossed the ocean.

The fact is that selling shirts for the Brazilian national team is an excellent business. Even with the official uniform prices having grown by more than 40% between the 2018 and 2022 World Cups, the selection’s shirts sold a lot before the tournament started and I’m willing to bet that they will sell even more after the victory and Richarlison’s goal in the debut .

Nike’s revenue in Brazil, which has already been growing in recent years (R$2.4 billion in 2020 and R$3.2 billion in 2021), reached R$2.8 billion this year, but still last trimester. In this way, it will possibly break the barrier of R$ 4 billion.

The yellow shirt should also be the protagonist of the company’s results at the end of the year. As for 2023, it will depend greatly on whether or not the sixth star will be embroidered on the chest.


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