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LONDON/AUCKLAND, Aug 15 (Reuters) – The unpredictability of the Women’s World Cup, with the U.S. knocked out early and a first-time champion assured, is forcing major global marketers such as Adidas and Nike to move fast to adapt to shoppers’ quick shifts in preferences and demand.
The tournament in Australia and New Zealand promises to be among the most popular standalone women’s sporting events ever held, with FIFA expecting viewing figures of some two billion, despite time zone differences that make it difficult for many Europeans and Americans to tune in.
Adidas and Nike and retailers like DICK’S Sporting Goods and Fanatics have made significant investments in merchandise. Total sponsorship value grew to at least $349 million, from $342 million in 2019,…