IE, and one of our top professors Eduardo Fernández-Cantelli would like to invite you to a Master Class titled “Nike and Adidas: communication strategies for major sports events”.
Date: Thursday 22nd March, 19.00-21.00
Venue: Stockholm School of Economics in Riga, Room 303, Strelnieku iela 4a, Riga LV 1010, Latvia

About the event:
This Master Class will focus on how communication strategies used by Nike and Adidas in major sports events have similarities and differences even when both companies are targeting the same segments. Through the analysis of major soccer events, we will analyze the way in which two major sport brands communicate their messages and project their intended position in the sport market. We will also review what is behind advertising as a crucial communication tool.

About Professor Eduardo Fernández-Cantelli :
The three years he spent working as marketing manager for the Basketball Section at Real Madrid, Europe’s most successful football club, had a profound effect on Eduardo Fernández-Cantelli’s thinking as a marketing professor and teacher of the Sports Marketing Elective at IE.

Prof Fernández-Cantelli believes that his work on sports marketing has broader implications for the         corporate world. “I bring insights into sports marketing, sponsorships and promotions,” he says. “But these areas are certainly applicable to other areas of business.”

Furthermore we would like to invite you to take the IE Admissions test on the 29th March and to have a one to one interview with myself in Riga on the 30th March. Please register for all events at

We look forward to meeting you there.

Kim Goddard