As the Mamelodi Sundowns prepare to make their historic appearance at the first ever FIFA Club World Cup, they are stepping onto more than just the football pitch. They are walking straight into the middle of a global brand battleground, one where the fiercest competition doesn’t always come from the teams, but from the logos on their kits.
Behind every goal, tackle and celebration at this year’s tournament is a high-stakes marketing war between the titans of the sporting goods industry: adidas, Nike and Puma. Of the 32 teams competing, 12 will wear adidas kits, seven Puma and six Nike with the remaining seven representing a spread of niche or regional brands: Dynasty, Reebok, Kappa, Umbro, Charly Sport, New Balance and Macro, none of which represent more than a single team. This pattern mirrors the FIFA World Cup and UEFA Euro tournament’s recent configuration, underlining how three industry giants continue to dominate football’s most visible stage.
While fans focus on the final score, these brands are chasing a different goal: visibility, emotional resonance, and ultimately, consumer loyalty. The FIFA Club World Cup is not just a football tournament, it’s a global showroom. And from the first whistle to the final, every pass and penalty is a marketing opportunity.
The business of the beautiful game
Having worked as a marketing manager for both adidas and Nike before joining academia, I’ve seen firsthand how major tournaments act as accelerators for brand performance. Tournaments like the Club World Cup allow companies to strategically activate their entire marketing funnel: from raising brand awareness through global TV exposure, to driving brand consideration among football fans, to converting attention into purchases of boots, replica kits and even the official match ball.
Speaking of which: the official ball, visible in every match and even in team training sessions, is provided exclusively by adidas, based on a FIFA sponsorship contract. This guarantees a level of exposure unmatched by most advertising formats. It’s not just a ball, it’s an ambassador.
The three-front branding strategy
Sporting goods companies have a variety of partnership strategies to choose from. Some partner directly with federations, as adidas has done with FIFA – a high-visibility but low-emotion play. Others work with individual clubs or national teams. And then there’s the most emotionally resonant, if risky, investment, athletes themselves.
Across the nearly 1 000 players expected to participate in this tournament, brands compete to sign the brightest stars, hoping that a single goal celebration or camera zoom-in will justify the millions spent on endorsements. Each strategy carries its trade-offs: federation partnerships provide predictability, but athletes provide charisma.
The power of the fixation
Recent empirical research from Prof Riedmueller using eye-tracking technology during football broadcasts found, that 50% of the TV audience has at least one visual fixation on a sporting goods manufacturer’s logo during a match. In an environment saturated with advertising, the key to being noticed isn’t just presence, it’s contrast. That’s why boots have become progressively more colourful and kits more experimental. Visual disruption equals brand recall.
Mamelodi Sundowns: Making a statement, visually and culturally
For the Mamelodi Sundowns, their appearance at the Club World Cup is already a landmark moment for South African football. But they’ve also become part of a much bigger branding play. Partnering with Puma, the Sundowns will don a limited-edition kit co-designed with the New York-based design collective KidSuper Studios. It’s a bold, artistic move that blends fashion, performance and cultural relevance, exactly the kind of hybrid strategy that opens up new revenue opportunities beyond the pitch.
Special edition kits do more than just look good: they tell a story. They create moments that are Instagrammable, memorable, and, most importantly, shoppable. For the clubs involved, this kind of collaboration offers a powerful blend of merchandising income and cultural capital.
A long history of commercial firsts
All this isn’t new. The sporting goods industry has long used football tournaments as stages for innovation and visibility. In 1968, adidas launched the first official football tournament ball for a European Championship. Not long after, Admiral became the first brand to place its logo on the national team jersey of England, kicking off the era of branded kits.
Since then, the commercialisation of football gear has become central to the sport’s business model. And while purists may lament the commercial takeover, there’s no denying its role in funding player development, club growth, and global accessibility.
South Africa on the global stage
The Sundowns’ participation also signals something bigger for African football. As global brands activate their campaigns and push product during the tournament, South Africa has a rare opportunity to be part of the conversation, not just in sporting terms, but in cultural and commercial ones too.
If brands are fighting for visibility, South Africa is now part of the arena. This is our time not just to play, but to be seen.
Football may be played on grass, but the real battleground is often stitched into fabric, printed on boots and spun into social media narratives. The FIFA Club World Cup will crown a champion on the pitch. but off it, the likes of adidas, Nike, and Puma are all chasing their own form of victory.
And as Mamelodi Sundowns lace up for this global tournament, they do so not only representing South African football, but carrying with them the weight, potential and visibility of a continent on the rise.
