GERMANY: Adidas eyes football market growth in 2010
German sportswear giant Adidas AG expects to generate double-digit sales growth in South Africa next year, boosted by its role as official sponsor of the football World Cup.
Speaking at the Adidas Football Day in Herzogenaurach today (10 June), chairman and CEO Herbert Hainer said the firm's football sales in 2010 are likely to exceed those of 2008.
"We are well positioned to further extend our market leadership in football again next year," he told journalists.
"We start from the same position as for the extremely successful 2006 World Cup. As Official Sponsor, Adidas will supply the official ball of the tournament and equip officials, referees, volunteers and ball kids. Additionally we outfit the host team South Africa."
The first Adidas products for the World Cup will be presented in the second half of 2009.
According to the most recent market surveys by NPD Sports Tracking Europe and SportScan, Adidas is the world's leading football brand, with a market share of more than 34%.
In core markets such as Germany, and also in North America, its football market share is more than 50%.
As well as being the partner and supplier of numerous national teams, Adidas is the official partner of football's international governing body FIFA, the European Football Union UEFA and the Confederation of African Football CAF.
It is also the official sponsor, supplier and licensee to all FIFA World Cups until 2014.
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