“After the first ten days it is already clear that this World Cup will be a great success for adidas. We will not only achieve our ambitious goals in football, we will over-achieve them. Our football business is growing worldwide. This underlines the global power this tournament has," commented Herbert Hainer, CEO of adidas AG at the adidas FIFA World Cup™ Media Day in Herzogenaurach.
For adidas, the 2010 FIFA World Cup has already been a success in terms of sales. adidas is now expecting record sales of at least €1.5 billion in the football sector. This represents an increase of more than 15 per cent compared to 2008, the last year of record adidas sales in football (€1.3 billion) and an increase of 25 per cent compared to the year of the last FIFA World Cup in 2006 (€1.2 billion).
In the first quarter of 2010, sales of football products were already up 26 per cent. With more than 6.5 million replica jerseys sold, the number of jerseys has more than doubled compared to 2006 (3 million). This includes bestsellers such as Germany, Mexico, South Africa and Argentina with sales of around 1 million units or more each.
“No matter how you look at it: In terms of sales, market share and visibility – adidas is and will remain the leading football brand,” added Hainer. “It has become something of a tradition that we further strengthen our market leadership with every tournament.”
According to independent market research, adidas holds a market share of 34 per cent and is therefore the world’s leading football brand. In Europe, adidas holds a market share in football of over 38 per cent, in some core markets such as Germany and the USA that figure is over 50 per cent (sources: NPD Sports Tracking Europe and SportScan).
In 2010, adidas will also sell more footballs than ever before as adidas provides the match balls for most tournaments and leagues worldwide, including the Official Match Ball for all UEFA competitions, the CAF Africa Cup of Nations and the Official Match Ball for the German Bundesliga, the Torfabrik, which was unveiled last week. More than 13 million of the 20 million footballs sold feature the design of the Jabulani, the Official Match Ball of the 2010 FIFA World Cup.
“Football has become ever faster and more dynamic in recent years,” explained Markus Baumann, vice-president of adidas Global Football. “World-class players like Lionel Messi therefore appreciate that we offer them products such as the ultra-light F50 adiZero that help them to enhance their performance. The World Cup is the ideal stage to present such innovations and our brand to a broader audience.”