SPORTS BRANDS IN THE WORLD OF SOCCER A GLOBAL ANALYSIS 2011 www.gsnsports.com.

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WHATS THE WORLD SOCCERS BRAND?

In order to generate an overview of the sports brands presence in the world of soccer the study SPORTS BRANDS IN THE WORLD OF SOCCER A GLOBAL ANALYSIS 2011 includes the analysis of 1665 clubs and 209 national teams in relation to its sports equipment suppliers around all continents during the 2010/2011 season.

Produced and Edited by Global Sports Network (GSN) Idel Halfen Marketing Director Frederico Mandelli Guaragna Sports Marketing Intelligence Manager MAY 2011 www.gsnsports.com.br

CLUBS

THE RESEARCH

3 Leagues 47 Clubs

50 Leagues 674 Clubs

25 Leagues 321 Clubs

6 Leagues 66 Clubs

21 Leagues 328 Clubs

10 Leagues 161 Clubs

7 Leagues 68 Clubs

The study contents 1665 1st division clubs from 122 countries and 117 sports equipment brands.
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SAMPLE
O estudo contemplou os clubes da 1 diviso de 122 pases totalizando 1665 times e 117 marcas esportivas. 2.8%

40.5%
19.3%

4.0%

19.7% 9.7%

4.1%

The European clubs represent 40.5% of the research sample while North America contributed to only 2.8%.
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CLUBS RESULTS
SPORTS BRANDS / CLUBS / %

12.3%
205

9.5%
159

7.5%
125

6.5%
109

462 clubs have no sporting goods supplier representing 27.7% of the sample. ADIDAS is the brand that wears more teams in the studied group it has 205 teams - equivalent to 12.3% and it is followed by NIKE that provides for 159 teams.

3.5%
58

1st

2nd

3rd

4th

5th

Other brands that have not reached 1% and totaled 15.3%

6. 7. 8. 9. 10. 11. 12. 13. 14.

JOMA DIADORA LEGEA HUMMEL KAPPA JAKO REEBOK UHLSPORT ERREA

48 41 40 32 31 30 26 26 19

2.9% 2.5% 2.4% 1.9% 1.9% 1.8% 1.6% 1.6% 1.1%

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EUROPE

EUROPE
Only 34 (5.0%) of 674 surveyed European clubs have no sports equipment provider. Adidas is present in 103 teams - equivalent to 15.3% of the sample - and dresses gather with Nike. Puma and Umbro over 51.5% of clubs in the continent.
1. 2. 3. 4. 5. 6. 7. ADIDAS NIKE PUMA UMBRO LEGEA JOMA JAKO 103 95 78 71 36 30 27 15.3% 14.1% 11.6% 10.5% 5.3% 4.5% 4.0% 8. 9. 10. 11. 12. 13. 14. HUMMEL LOTTO KAPPA ERREA MACRON DIADORA UHLSPORT 26 24 20 14 11 10 10
3.9% 3.6% 3.0% 2.1% 1.6% 1.5% 1.5%

The others 32 brands are present in less than 10 teams each and totaled 12.6%.

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AFRICA
9

AFRICA
67.1% of 328 African teams of the study has no sports material supplier - equivalent of 220 clubs. Nike is the most widespread brand in the continent and is followed closely by Adidas, Diadora and Umbro.
1. 2. 3. 4. 5. NIKE ADIDAS DIADORA UMBRO ELEX 20 16 13 8 7 6.1% 4.9% 4.0% 2.4% 2.1%

6. 7. 8. 9.

PUMA UHLSPORT HUMMEL JOMA

6 6 4 4

1.8% 1.8% 1.2% 1.2%

Baliston. Burrda. Errea. Hunga. Jako. Kappa. Legea. Locatoni. Lotto. Mill. MadSport. Olympic. Patrick. Reebok. Sailev. Sarson. Stadio. SportZone. Under Armor and Winer did not reach 1% and totaled 7.3% of the clubs surveyed

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ASIA

ASIA
37.7% among 321 Asian clubs analyzed have no sporting goods supplier which represents 121 teams. Adidas is the brand more present in Asia with 58 teams (18.1%) while Nike provides for 35 (10.9%).
1. 2. 3. 4. 5. ADIDAS NIKE PUMA DIADORA LOTTO 58 18.1% 35 10.9% 22 6.9% 13 4.0% 13 4.0% 6. 7. 8. 9. UMBRO 10 BURRDA 7 UHLSPORT 7 ERREA 4

3.1% 2.2% 2.2% 1.2%

The other 19 sports brands have not reached 1% and totaled 9.7%.

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SOUTH AMERICA

SOUTH AMERICA
10 of the 161 South American studied clubs has no supplier - equivalent to 6.2%. Puma is the brand that wears more clubs in South America - 14 teams (8.7%) and has been followed closely by Umbro. Lotto. Mitre and Walon.
1. 2. 3. 4. 5. 6. 7. PUMA 14 UMBRO 12 LOTTO 11 MITRE 11 WALON 10 ADIDAS 7 MARATHON 7 15.3% 14.1% 11.6% 10.5% 5.3% 4.5% 4.0% 8. 9. 10. 11. 12. 13. 14. KAPPA RUNIC TOPPER DIADORA NIKE OLYMPIKUS PENALTY 6 5 5 5 4 4 4
3.9% 3.6% 3.0% 2.1% 1.6% 1.5% 1.5%

Others 30 brands are present in less than four teams each and totaled 12.3%.

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NORTH AMERICA

NORTH AMERICA
Only one of the 47 American teams studied has non supplier. Adidas is the brand more present on the continent - is at 18 teams (38.3%). It is wearing all USA Major League Soccer clubs
1. 2. 3. 4. 5. 6. 7. 18 ADIDAS 9 GIVOVA 5 ATHLETICA 3 NIKE 2 PUMA UNDER ARMOUR 2 1 UMBRO 38.3% 19.1% 6.4% 6.4% 4.3% 4.3% 2.1%

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CENTRAL AMERICA

CENTRAL AMERICA
45.5% of the 66 clubs on the continent researched have no sports equipment supplier. The Spanish Joma is the leader in Central America and dressed 12.1% of the clubs.
1. 2. 3. 4. 5. 6. JOMA LOTTO UMBRO PUMA JJB MITRE
8 5 5 3 2 2

12.1% 7.6% 7.6% 4.5% 3.0% 3.0%

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OCEANIA

OCEANIA

67.6% of 68 teams surveyed have no sporting goods supplier. The leader is Reebok with a presence in 11 Australian League clubs (16.2%). #2 is Lotto - 4 (5.9%) while Adidas and Umbro are tied in third place with two teams each (2.9%).

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SPORT BRANDS

21

CLUBS TOP 5

AFRICA ASIA SOUTH AM. CENTRAL AM. NORTH AM. EUROPE OCEANIA TOTAL RANKING

4.9 18.1 4.5 1.5 38.3 15.3 2.9 12.3 1

6.1 10.9 1.6 1.5 6.4 14.1 1.4 9.5 2

1.8 6.9 15.3 4.5 4.3 11.6 0 7.5 3

2.4 3.1 14.1 7.6 2.1 10.5 2.9 6.5 4

0.9 4.0 11.6 7.6 0 3.6 5.9 3.5 5

Adidas and Nike compete strongly in Asia and Europe while Puma, Umbro and 0.9% Lotto dispute South Americans preference. www.gsnsports.com.br

CLUBS RANKING
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29.
205 Adidas 159 Nike 125 Puma 109 Umbro 58 Lotto 48 Joma 41 Diadora 40 Legea 32 Hummel 31 Kappa 30 Jako 26 Reebok 26 Uhlsport 19 Errea 14 Givova 14 Mitre 12 Macron 10 Walon 8 Burrda 8 Lacatoni 7 Elex 7 Marathon 7 Saller 5 Asics 5 Atletica 5 Runic 5 Topper UnderArmour 5 4 Astore 12.3% 9.5% 7.5% 6.5% 3.5% 2.9% 2.5% 2.4% 1.9% 1.9% 1.8% 1.6% 1.6% 1.1% 0.8% 0.8% 0.7% 0.6% 0.5% 0.5% 0.4% 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.2%

30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58.

Baliston Le Coq Olympikus Patrick Penalty DouY Football Erima Lescon Masita Mass MGR Olive Sport Sport Zone Sportika Airness Bommer Canterbury Fair Play Fila JJB Kelme Li Ning Lomas Mizuno NAAI Pro Star Reusch Royal Stadio

4 4 4 4 4 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 85. 86. 87.

Training Wilson Zeus Astro ASW Aviva Balonpie BW Carbrini Castle Convert Dal Ponte DalD Desportreino Do More Duarig ERK Fanatic Forza Gems Godedke Grand Sport H2O Hunga Jartazi Jugados Kanxa Kiu-Kak Klupp

2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. 103. 104. 105. 106. 107. 108. 109. 110. 111. 112. 113. 114. 115. 116.

Lder Luanvi MadSport Meta Mikasa Mill Olympic Peba Pirma Podium Q 1905 Rojo Norte Saillev Sarson Sheffy Signia Skyros Slam Specs Sport 2000 Stanno Super Bola TEAM Tronic Unosports Vandanel Vartandal Winer X1869

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1%

NATIONAL TEAMS

NATIONAL TEAMS
SPORTS BRANDS/ TEAMS / %

20.6%
43

Among the 209 national teams surveyed 72 have no sporting goods supply contract (34.5%). Adidas is the brand that dresses more national teams according to the researched group with 43 equivalent to 20.6% of overall.

13.4%
28

1st

10.5%
22

2nd

3rd

5.3%
4th11

3.3%
5th 7

6. 7. 8. 9. 10. 11. 12. 13.

JOMA JAKO LEGEA MITRE ERREA HUMMEL WALON BURRDA

3 3 3 3 2 2 2 2

1,4% 1,4% 1,4% 1,4% 1,0% 1,0% 1,0% 1,0%

The Top 5 brands related to nationals team are the same to clubs even in sort and order.

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Others brand dont reach 1% and summ 2.9%

NATIONAL TEAMS

NORTH AMERICA
1. 2. NIKE 2 66.6% UMBRO 1 33.3%

1.4%
3

CENTRAL AMERICA
1. 2. 3. 4. 5. 6. JOMA 3 LOTTO 2 MITRE 2 UMBRO 2 1 COPA ROTTO 1 without 20

9.1% 6.1% 6.1% 6.1% 3,0% 3,0% 60.6%

16%
33

Nike dresses more national teams in North America region which adidas - leader in South America - has more clubs. In Central America Joma. Lotto and Mitre are strongly present in both selections as clubs.
26

4.9%
10
4 2 2 1 1 40% 20% 20% 10% 10%

SOUTH AMERICA
1. 2. 3. 4. 5. ADIDAS PUMA WALON NIKE MARATOHN

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NATIONAL TEAMS
EUROPE

Among European and Asian national teams adidas and Nike vie for leadership while in Africa Puma is more present. Lotto prevails in Oceania.

1. 2. 3. 4.

ADIDAS NIKE PUMA UMBRO

13 9 6 6

26% 18% 12% 12%

5. 6. 7.

HUMMEL JAKO LEGEA without

2 2 2 4

4% 4% 4% 8%

ASIA
1. 2. 3. 4. 5. 6. 7. ADIDAS NIKE PUMA UMBRO BURRDA ERREA MIZUNO without 13 11 2 2 1 1 1 17 26.5% 22.4% 4.1% 4.1% 2.0% 2.0% 2.0% 34.7%

40.5% 50

23.5% 49

25.6% 55

AFRICA
1. 2. 3. 4. PUMA ADIDAS NIKE LEGEA without 12 11 2 1 26 23.1% 21.2% 3.8% 1.9% 50%

OCEANIA
1. 2. LOTTO 4 33.3% NIKE 3 25,0% without 5 41.7%

5.8%
12

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FIFA TOP 10
NATIONAL TEAMS

TOP 10 FIFA TOP 20 FIFA TOP 30 FIFA

CLUBS

30% 30% 30% 9.9% 11%

40% 40% 36.7% 8.3% 8.1%

20% 20% 20%

6.6% 8.9%

10% 10% 10%

6.6% 6.4%

0 0 3.3%
7.2% 1.9% 3.3% 1.5% 4.4% 4.9% 5.5% 4.9%

TOP 10 FIFA 2010 FIFA WC

Among the national teams were analyzed the FIFA Top 10. Top 20 and Top 30 Ranking The survey also included 181 clubs from 10 leagues corresponding to the FIFA TOP 10 Ranking Other 472 clubs from 31 countries present in the 2010 World Cup - except North Korea - were also searched. Of this sample 78 of them have no sponsor sporting goods supplier (16.5%) www.gsnsports.com.br 28

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