The boss of sporting goods firm Adidas says that the Euro 2008 football tournament in Austria and Switzerland is turning out to be a "great success" for the brand, it was reported from the sidelines of the competition.

The company said it has more than doubled its football product sales since the last Euros four years ago, and claims to have expanded its leadership position in football too.

Herbert Hainer, CEO and chairman of Adidas, said in Vienna today (16 June): "For Adidas, the UEFA Euro 2008 has already proven to be a great success.

"We have succeeded in carrying on the momentum of the World Cup which took place in our home country and further expanding our market leadership position in the global football business.

"This means - to use a sporting analogy - we have not only made it through to the next round, we are already a clear European Championship winner."

Citing NPD Sports Tracking Europe and SportScan, Adidas said it has a football market share of 40%, which it says is larger than both its closest competitors - Puma and Nike - together.

As official sponsor of Euro 2008, Adidas is supplying balls and equipment for officials, referees, volunteers and ball boys at the tournament.

The company also outfits the national teams of Germany, France, Spain, Romania and Greece as well as over 100 individual players.

Its marketing activities include a 42-metre-high likeness of the Czech national team goalkeeper, Petr Cech, at the Prater in Vienna.

However, the Czech Republic made a surprise exit from the tournament last night - throwing away a two goal lead against Turkey with Cech at fault for one of the goals.