Competitive Edge - Sports & Entertainment Marketing News

With live sports on hold, Adidas turns to video games (CE)


Live sport’s indefinite hiatus is forcing Adidas to recreate those events that have been canceled in video games.  In Turkey, Adidas recreated the canceled European Championship in the FIFA 20 Playstation video game. Since the start of the month, the advertiser has been streaming matches for the ‘Uncanceled Cup’ between 12 footballers and 12 celebrities to its Facebook Live, IGTV, and YouTube Live profiles in Turkey.

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Discussion Questions:

  1. How do you think the COVID-19 health crisis has impacted adidas?
  2. Based on information from this story, describe how adidas has turned to video games as a marketing tool to help reach consumers.
  3. What is product placement?
  4. How does this story illustrate the concept of product placement?
  5. According to this story, there is an e-commerce component to this marketing initiative from adidas. What is it?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.




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