Providing an update on its World Cup progress, Adidas said it expects revenues to rise 7 to 8 percent this year. Previously, Adidas had guided for a “high single-digit” increase in currency-neutral sales in 2014.
“This year we will add 1-1.2 billion euros ($1.4-1.6 billion) to operational revenue, with the World Cup playing an important role,” Chief Executive Herbert Hainer told journalists at a briefing in Munich in remarks released for publication on Thursday, according to Reuters. In 2013, revenues were 14.492 billion euros.
Hainer also confirmed that Adidas expected to make a record 2 billion euros of sales in football this year, reportedly exceeding Nike. It expects to sell significantly more balls than the last World Cup in South Africa and just as many shirts.
“Football is the DNA of our company. We want to clearly show that we are number one in football,” Hainer said, adding Adidas
Finally, Adidas is investing a “double-digit million sum” in World Cup advertising with a particular focus on social media, he said. A edia room in Brazil will deliver and filter content from its sponsored teams and players.
The Reuters story is here.
