Study: Nike, Fanatics beat Amazon in World Cup jersey search marketing

Oluwatofunmi Ayodeji Posted by Oluwatofunmi Ayodeji

Dive Brief:

  • and dominated U.S. search terms around purchasing an England national team jersey, according to findings of a study of U.S. search activities during the 2018 FIFA World Cup. The study by AI search intelligence platform Adthena was provided to Marketing Dive
  • Nike maintained a 50% market share, and beat Amazon on the term “England kit” with a high of 45% and low of 28%, compared to 30% and 5%, respectively, for Amazon.
  • dominated on the search phrase “Where can I watch the World Cup,” hitting a high of 53% on June 26 and keeping a lead over for most of the event. was the leader for the term “World Cup tickets,” maintaining 55% of the market share. However, periodically surpassed Stubhub, gaining its highest share on July 9 with 64%.

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About the author

Oluwatofunmi Ayodeji
Oluwatofunmi Ayodeji
Oluwatofunmi is a Marketing Intern at Adthena from The University of Greenwich. She works alongside Lorna Gill helping with social posts, events, emails, content and more. Her hero is Bill Gates and would love to meet him one day.