e Soccer World Cup hasn't started yet, but a winner has already emerged. Adidas, which is taking a 10-to-12 lead against arch rival Nike, in a race to kit out most of the teams. The German Sportswear brand is fighting back after Nike sponsored more teams in the last 2014 tournament in Brazil.
This year, Adidas is supplying shirts for 12 out of 32 countries, including strong contenders Germany and Spain, and host Russia. It's also the tournament's official sponsor, and has a deal to continue until 2030. But this year, it doesn't expect a big paycheck for the privilege. That's partly because it's taking place in Russia where the economy is struggling.
But it's not just team deals that matter. When it comes to boots, brands are battling to sponsor top players. Here, Nike is winning, which expects 60% of players heading to Russia to be wearing its boots, even those wearing Adidas shirts. One exception to that rule is Iran, which faces new sanctions after US President Trump pulled out of the nuclear court.
US brand Nike says, it's not supplying any of Iran's players.