Will NIKE win the race to sponsor SAFA?

The World Cup provided a wonderful look into the rivalry between Adidas and Nike. While Adidas was the official sponsor of the tournament, it seemed it was Nike who took home many of the accolades. Nike’s brilliantly executed “Write The Future” campaign epitomized their originality and knowledge of the game. Adidas’s campaign was clever as well, but lacked the inspiration so evident in Nike’s. Both sides boast an impressive résumé of stars, but again, Nike utilized their soccer connections more effectively than Adidas.

So it is now Nike’s turn to once again take advantage of Adidas’ shortcomings. Adidas’ 12-year relationship with the South African Football Association (SAFA) looks to be coming to an end, and Nike is planning to swoop in with the better deal. This is a great coup for Nike, as they continue to build on their reputation as a leader in soccer footwear and apparel.

Adidas currently have the right of first refusal when their contract with Safa expires at the end of the year, but it appears the two organizations will go their separate ways after Nike made quite an impression on Safa. While it was reported by Safa vice-president Chief Mwelo Nonkonyana that other companies were also interested, Nike appeared to have the lead.

Nonkonyana recently revealed, “Our contract with Adidas is about to come to an end and that means we are open to offers. We will start with them [Adidas] because they have rights of first refusal, but if we feel that our value is higher than what they offer us, then obviously we will have to look elsewhere.”

Unlike most lucrative sponsorship deals, this one is not only about money. Adidas and Safa have had a rocky relationship over the years due to the controversy over Safa’s national symbol, the protea. The protea emblem was missing from the Bafana jersey last year, causing an outcry from Safa. Parliamentary sports committee chairman Butana Komphela noted, “I have always wanted them to lose that contract because they did not treat our national symbol [the protea] with respect.” He continued, “Let us stick with organizations that will respect our national emblems from now on and if Nike is that organization, then so be it.”

While no deal has been done, it’s rumored that Nike created their own version of the Bafana jersey that left Safa officials drooling from its beauty. Nike is understood to have offered Safa a deal believed to be double their current deal with Adidas. Nike looks set to win over Safa and again one-up their great rivals Adidas in the world of soccer.

Guest post by Ryan Barrone a writer for Online Schools where you can browse the top online schools to meet your needs.