Sporting goods and retail

Josh Mahony, IG UK

'Sporting goods companies, dominated by Nike and Adidas, are clear beneficiaries. Aside from the extra replica kit sales during a football tournament for example, they get their goods on the top footballers and athletes on the planet in front of a worldwide television audience. There’s no better exposure for a brand than that.'

Chris Beauchamp, IG UK

'It’s impossible to say how a single event impacts on revenues for the individual companies. They don’t provide any sort of break down. But yes, there’s no doubt that the overall marketing power of each company pays off as they dominate events around the globe in every major sport. Nike made revenue of $30.60 billion in its last financial year, up from $20.12 billion four years earlier, while Adidas made €17.60 billion, up from €13.32 billion four years previously. Contrast that with the €3.39 billion in revenue that Puma made in its last financial year, up from €3.01 billion four years earlier.'

How they did

Despite a brief rally during the tournament, 2016 was a year to forget for Nike with shares down 20% by the start on November. That performance was put into stark contrast by Adidas, up more than 70% over the same period.