Nike's sponsored squads, such as Brazil and France, did not advance to the championship match.
Adidas's strong presence/) in the World Cup final is the result of decades of strategic investment in soccer. The company has supplied official match balls and sponsored numerous national teams, building a deep association with the tournament. While Nike has challenged Adidas in global markets, particularly in the United States, this final underscores Adidas's enduring strength in Europe and Latin America, where its branded teams dominate. The exposure from the final could further boost Adidas's efforts to grow its share in the U.S. soccer market, where the sport is rapidly gaining popularity.
Akshay Gupta, an HSBC analyst, raised his price target for Adidas to €210, representing an approximate 16% premium over the stock's current value. "Adidas seems to be capitalizing well on the ongoing 2026 FIFA World Cup," Gupta told clients, citing a 16% year-over-year increase in foot traffic at Adidas stores in the U.S. during the opening week of the tournament, while Nike locations experienced a drop.
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Sunday's championship match is anticipated to attract hundreds of millions of viewers across the globe. Adidas will announce its quarterly results on July 30. According to Gupta, the World Cup could contribute roughly €300 million in revenue, potentially leading to the company's most rapid expansion in years. That sum may allow management to raise its full-year forecast.
With the World Cup final expected to be the most-watched sporting event of the year, the brand will receive continuous on-field exposure for the entire match - a marketing opportunity that rivals cannot match. This visibility is especially valuable in the U.S. market, where soccer's popularity is growing rapidly and where Adidas has been investing heavily in grassroots programs and partnerships.
Morgan Stanley analysts anticipate a strong quarter, boosting their profit forecasts and increasing their stock price target to €215.
The World Cup final matchup also highlights the long-running rivalry between Adidas and Nike in soccer sponsorship. Adidas has traditionally held a stronger position in European markets, while Nike has led in the United States. The company's recent investments in U.S. grassroots soccer programs and partnerships could pay off as the sport's following expands stateside.
Turning to Nike, the tournament compounds a difficult year. The company's shares have fallen over 30% in 2026, heading toward a fifth straight yearly loss. Its financial report on June 30 included a conservative forecast and remarks about fragile consumer sentiment.
Valuation metrics similarly lean toward Adidas. Adidas shares are valued at roughly 15 times forward earnings, versus 25 times for Nike. Aubin describes Adidas's valuations as attractive, particularly due to the "halo effect" of the World Cup, which might bolster Adidas's presence in the U.S., a market where it has traditionally faced challenges.
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