Germany's 2024 Euro Wins Generate Boost in Sales for Adidas

Adidas.de saw a remarkable boost in revenue during Euro 2024, thanks to its sponsorship of the tournament and the German national team. Despite Germany’s recent elimination from the tournament, the impact of their victories is clear. On average, winning match days resulted in a 19% increase in revenue compared to typical days, showcasing just how powerful sports sponsorships can be in driving consumer behavior.

Diving into the sales data, we found a clear connection between Germany’s victories and increased revenue, even after accounting for typical weekly fluctuations and overall site trends. This impact highlights the effectiveness of strategic sponsorships and the collective excitement sports events can generate.

High-Level Summary:

• Significant Increases: Winning match days consistently showed substantial revenue spikes, significantly surpassing the average daily changes for the same days in previous weeks.
• Sustained Momentum: The positive momentum from match days often extended into the following day, indicating lasting consumer enthusiasm.
• Match Timing Influence: Evening and late evening matches had a noticeable impact on sales patterns, with late evening matches often driving more sales into the following day.

Germany vs. Scotland (June 14, 2024)

Germany’s match against Scotland on June 14th, which was played at 21:00 CEST, resulted in a thrilling victory and saw a remarkable increase in sales. On this day, Adidas.de recorded a revenue spike of 9.84% compared to the previous day. This increase is significantly above the average daily revenue change for Fridays, which typically see a decrease of 7.61%. The excitement and pride from the victory likely drove fans to purchase team merchandise and other Adidas products.

The day after the match also saw a notable impact, likely due to the late match time. Revenue increased by 48.29% on Saturday, June 15th, compared to two days before (Thursday). This is a substantial increase compared to the average change for Saturdays, which typically see a decrease of 6.68%. This indicates that the positive momentum from the match extended into the following day.

Germany vs. Hungary (June 19, 2024)

Germany’s game against Hungary on June 19th, played at 18:00 CEST, resulted in another victory. Revenue on the match day increased compared to the previous day, following a similar pattern to the Scotland match, with an increase that was above the average change for Wednesdays. The timing of the match, earlier in the evening, likely allowed for purchases both before and after the match, contributing to this positive trend.

The day after the match also saw a significant impact. Revenue on Thursday, June 20th, increased by 10.21% compared to two days before (Tuesday). This increase is higher than the average change for Thursdays, which typically see a slight increase of 0.85%. This suggests that the positive effects of the match extended into the next day, continuing to drive sales.

Draw with Switzerland (June 23, 2024)

On June 23rd, Germany drew with Switzerland in a match that started at 21:00 CEST. Despite the draw, revenue increased by 21.92% compared to the previous day. This increase is well above the average daily revenue change for Sundays, which typically see an increase of 14.20%. The match maintained high excitement levels, driving significant consumer purchases.

The day after the match also showed a strong performance. Revenue increased by 25.78% on Monday, June 24th, compared to two days before (Saturday). This is significantly higher than the average change for Mondays, which typically see an increase of 8.41%. The continued momentum from the match clearly had a positive effect on sales.

Germany vs. Spain (July 5, 2024)

The loss to Spain on July 5th, played at 18:00 CEST, which led to Germany’s elimination from the tournament, resulted in a slight decrease in revenue. Revenue on the match day decreased by 1.92% compared to the previous day. Despite the loss, this decrease is less than the average daily change for Fridays, which typically see a decrease of 7.61%. This indicates that the match still managed to sustain consumer interest to some extent.

However, the day after the match saw a more significant decline. Revenue decreased by 10.72% on Saturday, July 6th, compared to two days before (Thursday). This decrease is larger than the average change for Saturdays, which typically see a decrease of 6.68%. The loss and subsequent elimination likely dampened consumer enthusiasm.

The data from Adidas.de during Euro 2024 highlights the substantial impact that strategic sports sponsorships can have on sales. By aligning with high-profile events and national teams, brands can tap into the collective excitement and patriotism of fans, driving significant increases in revenue.

For Adidas.de, the investment in Euro 2024 sponsorship paid off, demonstrating how powerful sports marketing can be. As seen from the examples above, match days, particularly those with wins or exciting draws, resulted in substantial revenue spikes, emphasizing the value of such sponsorships in boosting brand visibility and sales. This case study serves as a compelling example for other brands considering similar strategic sponsorship opportunities.

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