Nike, new France's national soccer team : stake and difference of treatment into the press

Nike and Adidas are two of the biggest sport suppliers. At the February 22, France’s national soccer team announced Nike will be his new supplier for an amount of 42,7 million euros per year from 2011 to 2018.This news impressed a lot on Adidas because it was on the place since 37 years.

Most of the articles published about this topic are extract from business news.
The three articles I choice to get onto came out at the same date : Friday February 22, the announce of substitution by Nike.

The way to treat this news in those three articles could be analysed.

On the one hand, CNN money article’s title is just informative, Adidas is not named and we are informed about the amount Nike will fund into France’s national soccer team equipment. The article has been written without visible opinion. It is a descriptive one.

On the other hand, The Oregonian and Bloomberg article’s titles use stronger terms and named Adidas. Those articles are not just descriptive about the fact Nike will be the new Les Bleus’ supplier. Indeed, people like the president of the Nike brand or an analyst are interviewed and named in the Bloomberg’s article, and men from the French Football Federation in both of articles. Moreover, they write about other brands and contracts like if this fact was a pretext to talk about other sponsor’s contracts.

To conclude, we can note a same fact can be treat differently according to the journalist or the newspaper publishing the article. A contract like a sponsor one has an important stake to the supplier who get it but even to one who lose it. A big amount is invested and it is an opportunity to the supplied team and, most of all, to the brand’s fame.