Foul play : sponsors leave workers (still) on the sidelines / Bureau d'Analyse Sociétale pour une Information Citoyenne

Document électronique
The World Cup that will take place in Russia next June promises to be the most expensive in the tournament’s history, with an estimated budget of over 20 billion euros compared to the 8 billion euro budget of the 2014 World Cup in Brazil and 3 billion euro budget of the 2010 World Cup in South Africa. This increase reflects the growing economic stakes of sports: with revenues exceeding 17 billion euros per year, the market for football goods (jerseys, cleats…) has doubled over the last 10 years. Nike and Adidas overwhelmingly dominate the sector, together
representing 89% of sales. Furthermore, the two are perpetually «warring» with one another over sponsorship deals to maintain a constant media presence, attract more consumers (especially young ones), and create the conditions for unconditional attachment to their respective brands. [Introduction]