Nike doesn't sponsor big sporting events. It hijacks them. Of course, they put big money in media to promote their films but more than often they create films that people want to watch. Case in point, this epic flick from Guy Richie that used GoPro antics even before GoPro was mainstream.
PS: Note how Guy Richie starts the film with a penalty kick and ends it with one too. And with that he basically shows what the brand is trying to say - an athlete's work is never finished, he has to keep working to improve himself.