1. The war of the brands

2. World Cup ’06: plan About the World Cup About the World Cup About the World Cup ’06 About the World Cup ’06 About the brands About the brands About the competition About the competition About the communication About the communication About the conclusion About the conclusion About the sources About the sources

3. About the World Cup Organization: FIFA (Fédération Internationale de Football Association) Organization: FIFA (Fédération Internationale de Football Association) First edition: 1930 in Uruguay First edition: 1930 in Uruguay Most important winner: Brazil (5 times) Most important winner: Brazil (5 times) Next organizing country: Germany Next organizing country: Germany

4. About the World Cup ‘06 32 countries, 736 players, 64 games, 5 continents 32 countries, 736 players, 64 games, 5 continents 35 billion televiewers in 145 countries 35 billion televiewers in 145 countries 3 million spectators in 12 stadiums 3 million spectators in 12 stadiums 15 official partners, 6 national partners 15 official partners, 6 national partners 15,000 volunteers 15,000 volunteers 1 million nuities 1 million nuities 40,000 prostitutes… 40,000 prostitutes…

5. About the brands 3 brands for 26 teams: Puma (12 countries), Nike (8 countries), Adidas (6 countries) 3 brands for 26 teams: Puma (12 countries), Nike (8 countries), Adidas (6 countries) 4 other brands: Lotto (2 countries), Umbro (2 countries), Joma (1 country) et Marathon (1 country) 4 other brands: Lotto (2 countries), Umbro (2 countries), Joma (1 country) et Marathon (1 country)

6. About the competition What is the problematic of the sport market? What is the problematic of the sport market? Why the World Cup ’06 is so important? Why the World Cup ’06 is so important? What are the hopes of the companies for this event? What are the hopes of the companies for this event?

7. About the communication What is the Adidas communication strategy? What is the Adidas communication strategy? What is the Nike response? What is the Nike response? What is the position of Puma? What is the position of Puma?

8. About the conclusion The most important event ever The competition on this market has never been so strong between the different companies The World Cup ’06 will problably change the sport market

9. About the sources “Adidas' World Cup Shutout” “Adidas' World Cup Shutout” Business Week 11.3.2006 Business Week 11.3.2006 Pour Adidas, Nike et Puma, le Mondial 2006 a commencé Pour Adidas, Nike et Puma, le Mondial 2006 a commencé Lexpansion.com 09.12.2005 Lexpansion.com 09.12.2005 Le match des marques a commencé Le match des marques a commencé Le Parisien 16.4.2006 Le Parisien 16.4.2006 Websites : puma.com, adidas.fr, nike.com Websites : puma.com, adidas.fr, nike.com

10. Thank you for your attention