BrandArena: Adidas’ World Cup marketing drive to net record £1.6bn football revenues

Tuesday 24 June 2014

Adidas’ World Cup marketing drive to net record £1.6bn football revenues

German sportswear company Adidas has reported that it will “definitely” achieve its goal of €2bn ($2.7bn) in football sales this year, with the ongoing Fifa World Cup helping boost demand for products.

Adidas is an official sponsor, supplier and licensee of the national team tournament, which is currently taking place in Brazil. The company is providing kit to nine teams taking part in the tournament, in addition to supplying the official match ball and equipping officials, referees, volunteers and ball kids. In November, Adidas extended its long-term partnership with football’s global governing body until 2030.

“We will definitely achieve our goal of €2bn in sales in the football category in 2014, once again underlining our outstanding position as the clear number one in football globally,” Adidas chief executive Herbert Hainer said. “The brand's presence on the field of play and all around the tournament in Brazil as well as the success of our marketing campaign in social media worldwide is clear proof that Adidas is and will remain the leading football brand.”

Adidas expects to sell more than eight million jerseys altogether, which will be significantly more than the six-and-a-half million sold during 2010 when the last edition of the World Cup took place in South Africa. The German national team’s jersey is the most successful so far with record sales of more than two millions units - 500,000 of these being sold outside of Europe. Argentina, Mexico and Colombia national jerseys are also proving popular with sales of one million units each.

In addition, Adidas said it will sell more than 14 million footballs in the design of the ‘brazuca', the official match ball of the tournament. This total will be more than one million more than the 13 million balls that were sold in 2010 when Adidas supplied the tournament with the official ‘Jabulani’ ball.

Adidas has also recorded an increase in Latin American sales due to the tournament taking place in Brazil. The company said that over the last 10 years, it has witnessed a jump in sales in the region from €179m to €1.6bn.

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