Adidas set to score €2bn World Cup sales goal

Posted on 25 Jun 2014 by The Manufacturer

Sportswear manufacturer Adidas has announced it expects to hit €2bn in football sales for the first time as a result of the effect of the 2014 World Cup.

The German giant says it expects to sell in excess of eight million World Cup shirts and 14 million replica Brazuca footballs due to the tournament creating a surge in interest.

Manufacturing kits for Spain, Argentina and Germany has also boosted sales, with the German national team shirt predicted to sell over two million shirts alone.

Adidas chief executive Herbert Hainer, when announcing the figures yesterday, said: “I can confirm that we will reach the €2bn (£1.6bn, $2.7bn) for the first time in the history of our company.”

Adidas, which has had an association with the World Cup since 1974, recently signed a deal to extend its sponsorship of the FIFA competition until 2030 and has seen strong competition from American rival Nike.

It has also been further boosted by the success of its teams getting past the group stage and flagship players such as Lionel Messi performing well.

“Germany was fantastic…Colombia, Mexico. Argentina will get better and better. Messi is Messi. He is a genius,” Mr Hainer added.