This week's marketing winners, losers and newsmakers.
Adidas: The biggest World Cup winner after Argentina might just be Adidas. The brand sponsors the country’s team, while rival Nike backs runner-up France. Adidas' Lionel Messi jerseys sold out in the wake of Sunday’s final. Adidas also drew nearly 50,000 positive social media mentions during the final, way more than other brands that ran marketing around the Cup such as Coca-Cola, Visa and Hyundai, which all got less than 5,000 mentions, according to social media listening service Talkwalker.
Messi also set the record for the most-liked Instagram post. The post, which shows him hoisting the World Cup trophy, has drawn more than 70 million likes, surpassing the 2019 “world record egg” post.
The Messi shot was taken by Getty photographer Shaun Botterill, who told CNN that she was caught in a rush of photographers trying to capture Messi at that moment. “I almost got trapped, but just got trapped in the right place,” she said “I think if most of us [photographers] are honest, you always need a bit of luck and I had a bit on Sunday night.”