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Adidas Sales Get Boost From Soccer Championships

Boosted by its sponsorship of the 16-nation tournament, Adidas said soccer sales at the brand have increased 50 percent compared to 2004.

PARIS — As the excitement builds at Europe’s soccer championship in Austria and Switzerland, team Adidas has already declared itself a winner.

Boosted by its sponsorship of the 16-nation tournament, which kicked off on June 7, the German activewear giant on Monday said soccer sales at the Adidas brand have increased 50 percent compared to 2004, the last European Championship year. And thanks to the tournament, for which it supplies the official ball plus the team kits for Germany, France, Spain, Romania and Greece, global revenues of Adidas football products have risen at a double-digit rate versus the bumper World Cup year in 2006, the company said.

“For Adidas, the UEFA Euro 2008 has already proven to be a great success,” stated Herbert Hainer, CEO and chairman of Adidas AG. “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.”

The announcement follows last week’s publication of a consumer survey, which found poor consumer awareness of the Euro 2008 official sponsors. Global researcher Survey Sampling International reported that 41 percent of French, German, Spanish, British and Dutch soccer fans could not name any of the official partners, which include Carlsberg and Coca-Cola alongside Adidas.