Soccer jersey for Chile and Brazil made by Nike are pictured during an unveiling event in New York on March 17, 2016. (Photo credit JEWEL SAMAD/AFP/Getty Images) With the European Championships and the Copa America Centenario being played at the same time the stakes are even higher than normal.

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New kits were produced and hyped and the only thing left was the secret sauce of tournament success. Adidas have the most countries in its stable, with Nike trailing in second and Puma in third place. Perhaps the big winner so far has been Italian sports equipment company. The Italian company has been the kit provider to Iceland since 2004 but obviously market sales for a country with a population of just over 330,000 are limited.

Nonetheless, it is estimated that over 10% of the population has traveled to France and each one seems to have bought at least one jersey. And then there is the product that will be sold on account of the romance of Iceland’s participation and its performance at the Euros. Two draws against Portugal and Hungary and either could have easily turned into wins has turned Iceland and its fans into one of the stories of the Euros so far. Then, of course, there was the reaction of Cristiano Ronaldo and that only served to increase Iceland’s profile around the world.

Piece on Ronaldo. These kind of self-absorbed comments are why he’s not more widely loved – and are hypocritical — Miguel Delaney (@MiguelDelaney) Based on performance over two rounds of play at the Euros and the last four at the Copa America Centenario Adidas and Nike are pretty much neck and neck. Another line of the marketing attack is the sponsorship of individual players. This is where things can get a bit murky.

Ideally, the likes of Adidas and Nike want their brand aligned with country, player and club but that is more likely to happen on account of happenchance than through a grand plan. Player Country Club Neymar Brazil Barcelona Nike Nike Nike Neymar is one of the few players who currently ticks three boxes. However, one box missed is an appearance at this summer’s Copa America Centenario. Instead, he will play for Brazil at the Olympics in Rio.

Neymar first signed with Nike in 2009 and two years later he agreed to an 11-year contract that pays him around $7M per year. The Euro fight for third place With the European Championship expanded to 24 countries it makes it a bit more difficult to get the number down to sixteen for the knockout stage. UEFA is using the same process as FIFA used at previous 24-country World Cup Finals and the four best third-place finishers will join the top two countries in every group in the knockout round. This means that every country still has a chance of qualifying going into round three. But as Omar Chaudhuri (@OmarChaudhuri) showed pre-tournament, there are certain permutations that improve or decrease a countries chances of progressing. Goalimpact has gone even further and calculated the countries most likely to make the round of 16 after two rounds of play. Most likely R16 –!

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