By Mark Baber
June 21 – Adidas expects to hit record sales of €2 billion from its football product in 2014 as it benefits from it position as official sponsor, supplier and licensee of the 2014 FIFA World Cup. The forecast was made at a football media day in Herzogenaurach, Germany, by Herbert Hainer (pictured), CEO of the adidas Group.
“The FIFA World Cup is the perfect stage to showcase our company, our brands and our products. adidas is the clear number one in football globally – in terms of sales, innovative power and brand visibility. Through the World Cup we will once again underline our leading position and share our passion for the game with fans around the world,” said Hainer.
Markus Baumann, senior vice president adidas Football said: “We will use the World Cup to prove our great football expertise and to show fans the technological know-how and creativity that adidas consistently delivers at the cutting edge of football, again underlining our leadership in innovation. We create technologies that help players and teams unlock their potential, building products that are the very best for the athletes. For the World Cup, adidas will again be one step ahead.”
adidas Group has seen double-digit growth in sales in South America every year since 2002, with the latest figures showing sales growing 12% on a currency-neutral basis.
Despite the global economic outlook and uncertainty over consumer spending in some countries, adidas is well-placed in fast-growing emerging markets and its sponsorships have proved successful of late – including of Lionel Messi, Chelsea and Bayern Munich.
Hainer has said adidas will continue to support Messi, despite allegations of tax fraud in Spain.
adidas sponsors over 60 national teams, including four of the confederations Cup sides -Spain, Japan, Mexico and Nigeria as well as Germany and Argentina.
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