“Having the world's biggest sporting event take place in our home market is a once-in-a-lifetime opportunity,” Herbert Hainer, CEO of adidas-Salomon AG told journalists at the adidas World Cup Day. “adidas is ready for the World Cup, and for 2006 we expect to once again achieve record sales in our football category.”
adidas will introduce the first World Cup related products in the second half of 2005. In 2006, football sales are expected to rise to more than 1 billion. In 2004, adidas” football sales grew by more than 20% to over 900 million. Currently, adidas has a share of 35% of the world's football market.
“We will use this event to lead in key markets and to dominate in the host market before, during and after the World Cup,” Erich Stamminger, Executive Board Member responsible for Global Marketing added. “Exciting product innovations and inspirational marketing efforts will ensure that adidas will expand its global number one position in football and fulfill its mission to be the leading sports brand in the world.”
In Germany, host market of the FIFA World Cup, adidas expects positive sales growth in 2006. In addition, adidas aims to increase its football market share to over 50% from a current 47% in its home market.
Earlier this year adidas secured its presence at the world's most watched sports events, by extending its long-term partnership agreement with FIFA granting adidas the Official Partnership, Suppliership and Licensing rights for the FIFA World Cup in 2010 and 2014. In addition, adidas has partnerships with football federations such as Germany, the host of the 2006 FIFA World Cup, South Africa, the host of the 2010 FIFA World Cup, European Champions Greece, Asian Champions Japan, Olympic Champions Argentina, China, Denmark, France, Nigeria and Spain. Prominent clubs, such as FC Bayern Munich, Real Madrid, AC Milan and FC River Plate, also endorse adidas products. Additionally, individual players like David Beckham, Kaká, Zinédine Zidane, Raúl González and Michael Ballack represent their respective clubs wearing state-of-the-art adidas football equipment.
