Adidas on course for record year
22 Jun 2012
Adidas has announced that it expects to generate record football sales of over Eur1.6 billion in 2012, a position boosted by its dominant position at UEFA Euro 2012.
This figure will surpass its current landmark of Eur1.5 billion achieved during the FIFA World Cup year of 2010, while it compares to the Eur1.3 billion generated during Austria and Switzerland’s staging of Euro 2008. “Adidas can already be sure of defending its title as the most successful football brand in Europe and the world,” said Herbert Hainer, CEO of the Adidas Group, at a media event in Warsaw ahead of Thursday’s first Euro 2012 quarter-final game. “Adidas is leading the way at the UEFA Euro 2012 in every respect – in terms of product sales, brand visibility and innovative strength.”
The German sportswear giant is the official sponsor, supplier and licensee of the European Championship. It also equips six of the 16 teams at Euro 2012 – more than any other brand. Co-host Ukraine, world and European champions Spain, Germany, Russia, Denmark and Greece are all Adidas partners. While the company is already the market leader in Ukraine, Adidas has targeted Euro 2012 as a means to achieve similar status in co-host Poland by 2015 – a goal that it revealed it is close to achieving by securing No.1 status in the football market.
Meanwhile, Hainer stated that Adidas has no interest in acquiring football brand Umbro from Nike. The American firm last month announced its intention to sell Umbro and focus its efforts on driving growth in its own brand along with Jordan, Converse and Hurley, just four years after having acquired the company.”We are already the market leader in football, we do not need another brand,” said Hainer, according to Reuters.