BERLIN — Soccer sells, to the tune of what Adidas projects will be a record 2 billion euros, or $2.66 billion, in soccer category sales in 2014, the year of the FIFA World Cup in Brazil.
The German active sportswear giant is the official FIFA World Cup sponsor, supplier and licensee, and will again supply the tournament’s official ball as well as equipping officials, referees, volunteers and ball kids.
“The FIFA World Cup is the perfect stage to showcase our company, our brands, and our products. Adidas is the clear no 1. in soccer globally,” Adidas Group chief executive Herbert Hainer claimed.
The expected windfall is related to what the company termed a “constant stream of new and innovative soccer products for the World Cup,” to be launched starting in the second half of 2013.
Adidas’ FIFA World Cup involvement is also expected to further boost the group’s performance in Latin America. The company said sales on the continent, driven by the Adidas brand, have grown at strong double-digit rates every year since 2002. Further boosted by the FIFA 2013 Confederations Cup, which is currently running in Brazil through June 30, and the upcoming World Cup, Adidas said it expects “continuous and solid double-digit sales growth in Latin America in the years to come.”
Besides celebrating with fans in Brazil, the active sportswear maker said it will use POS and digital communication — with a particular focus on social media — to spread the soccer excitement around the globe.