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

Posted by Adthena Press

Dive Brief:

  • Nike.com and Fanatics.com 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 Fanatics.com beat Amazon on the term “England kit” with a high of 45% and low of 28%, compared to 30% and 5%, respectively, for Amazon.
  • Fubo.tv 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 Hulu.com for most of the event. Stubhub.com was the leader for the term “World Cup tickets,” maintaining 55% of the market share. However, Vigagogo.com periodically surpassed Stubhub, gaining its highest share on July 9 with 64%.

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