Adidas wasn't just part of just one big win this weekend. They were everywhere. On the kit of an F1 team, the shirts of a World Cup winning side, and on the shoes of a major-winning golfer - all in the space of 24 hours.
Adidas' Partnership Wins:
Kimi Antonelli won the Belgian Grand Prix for Mercedes on July 19th, wearing Adidas as the team's official kit partner for a second consecutive season. Antonelli is the current championship leader, with many having him as favourite to win in 2026.
On the same day, Spain beat Argentina 1-0 in extra time to win the FIFA World Cup final. For Adidas, the tournament was going to be a win either way - both finalists were adidas-sponsored national teams, part of Adidas's 22-federation World Cup kit programme.
Plus A Bit Of Luck:
Their final win came without any investment - Ryan Fox won The Open Championship at Royal Birkdale in Adidas Adizero ZG shoes - a shoe he wasn't even paid to wear.
Why Does This Matter:
Each of Adidas' wins came from different strategies - when you are advising clients on where to invest their money, it's important to think about which option might see them the most success.
Backing a large proportion of the field (like adidas's 22-kit World Cup partnership) isn't really a "sponsorship win," it's a portfolio hedge dressed up as one in the headlines.
When you see a brand "sweep" a weekend, check whether they backed the winner or backed everyone - the marketing story reads the same either way, but the strategy underneath is completely different.
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