Adidas has announced that it expects to set new record sales of Eur2 billion in the football category in 2014, boosted by its high-profile involvement with the FIFA World Cup in Brazil.
As the official sponsor, supplier and licensee of the 2014 World Cup, Adidas will again supply the official ball of the tournament and equip officials, referees, volunteers and ball kids. Starting in the second half of 2013, the German sportswear giant will be launching new products for the tournament and is confident on building on its recent growth in the Latin American market.
In Latin America, the Adidas Group has been driven by the Adidas brand with sales growing at double-digit rates every year since 2002. With the Confederations Cup and the World Cup creating another strong push, Adidas said it expects “continuous and solid double-digit sales growth” in Latin America in the years to come. At the ongoing Confederations Cup, four out of the eight competing teams are equipped by Adidas in the shape of Spain, Japan, Mexico and Nigeria.
Sales from Adidas’ football business exceeded Eur1.7 billion in 2012 and are expected to remain around that level this year despite the lack of a major global or continental tournament. Commenting on its 2014 target, Adidas CEO Herbert Hainer said: “The FIFA World Cup is the perfect stage to showcase our company, our brands and our products. Adidas is the clear No.1 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.”