作者 | 第一 财经 刘晓颖 2026.01. 28 本文字数：1530，阅读时长大约3分钟 2026年开年不久，中国足坛就迎来商业赞助领域的对决。 这一厢，U23国足挺进决赛，耐克立马发海报恭喜。几日之后，老对手阿迪达斯则将此前网上赞助"苏超"的 传闻坐实。 此前，有消息传，不少知名体育运动品牌都在竞争新一季赛事的装备赞助，但最终阿迪达斯脱颖而出。 阿迪达斯并未对外公布此次的赞助金额。有消息称，阿迪达斯此次花费2100万元（800万现金+13支球队每 队100万装备）的天价投入拿下独家装备赞助权，这一选择被业内视为全球运动品牌对区域体育IP价值的重 新评估。不过，记者以此咨询品牌方，并未得到最终确认。 众所周知，阿迪达斯的基因是足球，在世界杯、欧洲杯等全球顶级赛事上都有其身影。但在中国足球赛事的 赞助上，耐克则抢先一步。 早在2005年，耐克就成为了中超联赛的赞助商，这一合作长达12年。2018年，双方再次签署了一份长达10 年的赞助合同。国字号球队领域，耐克同样手握核心资源。自2015年起，耐克成为中国之队装备赞助商， 合作期限长达12年。此外，耐克还同步赞助中国足协杯、超级杯等配套赛事，构建起覆盖职业足 ...

中国足球赛事商业价值的持续攀升。 早在2005年，耐克就成为了中超联赛的赞助商，这一合作长达12年。2018年，双方再次签署了一份长达10年的赞助合同。国字号球队领域， 耐克同样手握核心资源。自2015年起，耐克成为中国之队装备赞助商，合作期限长达12年。此外，耐克还同步赞助中国足协杯、超级杯等配 套赛事，构建起覆盖职业足球全产业链的赞助体系。 阿迪达斯早前在中国市场更多定位偏时尚路线，这几年业绩恢复后，管理层调整了战略开始加码原本的体育专业领域。但由于本土的顶级职 业赛事已被耐克"垄断"，阿迪达斯更多地是从 "草根市场"破局，构建了"青少年+区域"的布局。 2025年12月，由中国足球发展基金会和阿迪达斯公司共同发起设立的"阿迪达斯支持中国青少年足球发展计划"发布仪式在京举行。这也是国 家足球青训中心11月15日正式挂牌后，首个由社会力量支持青少年足球发展的中长期合作计划。 2026年开年不久，中国足坛就迎来商业赞助领域的对决。 这一厢，U23国足挺进决赛，耐克立马发海报恭喜。几日之后，老对手阿迪达斯则将此前网上赞助"苏超"的传闻坐实。 江苏省城市足球联赛赛事组委会于27日公布了今年赛季主要商务合作伙伴及相 ...

Nike's top-line performance stabilized in recent quarters. But some key segments are still moving in the wrong direction.Athletic footwear company Nike (NKE 2.92%) has trailed the market year to date in 2026, falling about 1% as the S&P 500 has risen about 2%. This extends a stretch of poor performance for Nike stock that has gone on for a few years, resulting in a total decline of more than 50% over three years.Is this major pullback creating a buying opportunity?Unfortunately, I believe investors should c ...

Following Nike Inc.’s top leadership changes in China, BTIG analyst Robert Drbul is optimistic about the firm’s strategic approach to the region. Nike a week ago named Cathy Sparks the new vice president and general manager of Nike’s Greater China region. A 25-year Nike veteran who was recently vice president and general manager of APLA (Asia Pacific and Latin America), where she drove consumer-led growth, Sparks will take over from longtime leader Angela Dong, who is leaving the company, effective March 3 ...

Key Takeaways NIKE says China is under pressure, with uneven demand, heavy promotions and soft traffic hurting the results.NKE's digital business is slowing as inventory resets and promotion pullbacks weigh on traffic and conversion.NIKE says recovery depends on stabilizing China and finding a clearer path to renewed digital growth.NIKE Inc.’s (NKE) efforts to regain momentum are being tested most acutely in two areas that once powered its growth story: China and digital. Management acknowledged in the seco ...

Nike is laying off hundreds of U.S. distribution center workers as it accelerates automation and restructures its supply chain operations. The athletic apparel giant plans to cut 775 jobs, primarily at distribution centers in Tennessee and Mississippi, according to company statements and reporting by CNBC. The layoffs are focused on warehouse and fulfillment roles as Nike increases its use of advanced automation and streamlines its logistics footprint. The company has not disclosed how many total worker ...

Group 1 - Nike has confirmed layoffs of 775 workers, which represents approximately 1% of its workforce of around 77,800 employees as of May 2025 [1] - The job cuts are part of Nike's strategy to strengthen and streamline operations, allowing the company to move faster and operate with greater discipline [2] - Nike is focusing on enhancing its supply chain, accelerating the use of advanced technology and automation, and investing in team skills for future needs [2]

Nike Inc. (NYSE:NKE) stock fell on Tuesday morning following reports that the athletic footwear giant plans to eliminate 775 positions at U.S. distribution facilities as part of its ongoing automation initiative.The layoffs, announced by Nike, come on top of the 1,000 corporate job cuts disclosed last summer, according to a CNBC report on Monday. The majority of the affected positions are at distribution center locations in Tennessee and Mississippi, where Nike operates major warehouses. The decision reflec ...

This is CNBC's Morning Squawk newsletter. Subscribe here to receive future editions in your inbox.Happy Tuesday. Today we tell you about the five-year anniversary of the meme stock frenzy, which has me thinking it's finally time to watch "Dumb Money."S&P 500 futures are little changed. The three major indexes are coming off a winning day.Here are five key things investors need to know to start the trading day:1. DC: The District of CapitalThe New York Stock Exchange welcomes guests of Booz Allen Hamilton to ...

盘前市场动向 1. 1月27日(周二)美股盘前，美股三大股指期货涨跌不一。截至发稿，道指期货跌0.48%，标普500指数期货涨0.23%，纳指期货 涨0.60%。 | = US 30 | 49,173.90 | 49,414.60 | 49.147.60 | -238.50 | -0.48% | | --- | --- | --- | --- | --- | --- | | = US 500 | 6,966.50 | 6.977.70 | 6.943.20 | +16.20 | +0.23% | | 트 US Tech 100 | 25,867.40 | 25,916.20 | 25,714.80 | +154.20 | +0.60% | 2. 截至发稿，德国DAX指数跌0.12%，英国富时100指数涨0.36%，法国CAC40指数涨0.37%，欧洲斯托克50指数涨0.29%。 | 德国DAX30 | 24,921.39 | 25,023.13 | 24,866.73 | -28.91 | -0.12% | | --- | --- | --- | --- | --- | --- | | 瑞 英国富时100 | ...