Adidas Struggles to Leverage Sponsorship with USA Golf
With its first return to the Olympics since 1904, golf is making the biggest splash in the Olympics this year. Players from the PGA Tour, European Tour, and other world tours will be representing their country this summer in the 2016 Rio Olympic Games. With the players wearing golf gear on the course, Adidas was able to become the official apparel sponsor for the players However, the issue is that Adidas is facing is the ability to be able to expose their brand during the Olympics at a high level. Because the PGA Tour will not allow Adidas logos on the Team USA gear due to the lack of corporate markings, Adidas is finding difficulty in making their brand seen. For Adidas, this is something they knew would be coming, so they needed alternatives to marketing themselves. It will be even tougher for Adidas because there is no Adidas sponsored athlete to wear the new USA-themed Tour360 Boost Shoes. The only two athletes endorsed directly by Adidas are Justin Rose and Sergio Garcia, who will be representing Great Britain and Spain, respectively.
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