Bloomberg News just published a video report on the battle between the major sports brands, Adidas, Nike, and Puma, in the lead up to the World Cup. The report is focused on the issue of sponsorship and the amount of dollars these brands have paid out to be part of winning national teams, but it also discusses the value of those sponsorships in relation to making additional sales (or jerseys, boots, balls, etc.).
While I don’t purport that CSR activities by a brand would sway the decision of fans on which teams they will support (and jerseys they buy); I do still strongly believe that how these brands choose to act on the global stage, in South Africa, can have repercussions on how their brand is perceived after the event. I for one will be very interested to see how Puma’s sales do after the World Cup, particularly in African markets.