2014 World Cup has started already for marketers – here’s Nike’s hymn to Ronaldo

The Brazilian one who’s just retired that is (and who helped Brazil win the World Cup in 1994 and 2006, a feat which has so far eluded his Portuguese namesake).

The World Cup goes back to Brazil for the first time since 1950 (when they lost in the final to neighbours Uruguay) and it will undoubtedly be the biggest sports event ever, far bigger than next year’s London Olympics.

Nike Soccer is getting its retaliation in well in advance (rival Adidas is one of the official World Cup sponsors so Nike needs to set its ambushes early) with this ad from F/Nazca Saatchi & Saatchi featuring the great man who scored 62 times in 97 games for Brazil.

Actually there’s another battle looming. Nike’s main agency Wieden+Kennedy is opening an office in Brazil for the World Cup, amongst other things.

Will W+K wrest the Nike World Cup advertising from F/Nazca?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.