Surprises of the Women's World Cup; Elimination of the USA and Germany Poses Problems for Nike and Adidas

The surprises of the Women's World Cup co-hosted by Australia and New Zealand, along with unpredictable results in the competition, have posed challenges for sportswear companies Adidas and Nike. According to Reuters, the early elimination of the USA, the defending champion, and the realization that one of the teams present will be crowned champion for the first time, have forced these companies to rapidly change their business policies to adapt to the conditions and attract buyers. The Australia and New Zealand competitions are expected to be one of the most popular independent women's sports events in the world to date. Despite time zone differences making it difficult for many Europeans and Americans to watch the matches, FIFA expects around two billion viewers for this World Cup, which would be a significant success for the global football federation. Adidas, Nike, and some sportswear retailers have made substantial investments in the commercial sector during this period. Statistics show that the total sponsorship value of these companies has increased from $342 million in 2019 to at least $349 million, with many brands entering this arena with diverse themes about women's empowerment. The American national football team’s merchandise was heavily discounted by the chain store 'Dicks' in the USA, which sells jerseys, apparel, and various sports items of the US women's national football team, offering discounts of 25 to 35 percent after the team’s defeat against Sweden. This store, like other sellers, expected the USA to reach the finals, and the excitement of fans would help boost sales of products related to this team, but the elimination of the United States changed everything. The defeat of the USA is bad news for Nike, which was the main sponsor of this team and had produced extensive advertisements featuring American stars before the tournament began. The poor performance of the prominent and well-known players on the team also contributed to the gradual cessation of broadcasting these advertisements in media and social networks. According to available data, Nike, which sponsors the national women's teams of the USA, England, and several other countries, sold only eight percent of its products during the tournament, down from about 13 percent in 2019. The situation for Adidas, Nike's competitor, is somewhat better. This company is the sponsor of Spain and Sweden, two teams that reached the semifinals, and one of them will definitely reach the finals. Statistics show that Adidas has sold 21 percent of its products so far, compared to about eight percent in the 2019 tournament. However, this company suffered a severe blow from the elimination of the German national football team, which did not even advance to the second round and had few customers for related sports items. Meanwhile, Adidas had doubled its production of the German women's national football team jerseys compared to 2019 and expected to reach higher stages. In the first semifinal match, Spain defeated Sweden 2-1 and reached the finals. The second match will be between Australia and England. FIFA is investigating allegations of 'misconduct' against the head coach of the Zambian women's football team. The Women's World Cup; stars are stepping onto the field. The Women's World Cup; the USA is seeking its fifth cup with its stars. For the first time in the Women's World Cup, all players will receive at least $30,000. For the first time in England, a woman became the head coach of a men's professional football team; Hannah Dingley. Images of Mahsa Amini and Amir Nasr Azadani on the plane of the Brazilian women's national football team.