Speaking at the recent Adidas Football Day in Herzogenaurach, Germany, Herbert Hainer, CEO and Chairman of Adidas AG, suggested that the company will “further extend” its position in football (soccer) next year when the World Cup will take place in South Africa. The company expects soccer sales to exceed €1.3 billion ($1.8bn) in
2010 .

“We are well positioned to further extend our market leadership in football again next year,” commented Hainer. “We start from the same position as for the extremely successful 2006 World Cup. As Official Sponsor, Adidas will supply the Official Ball of the tournament and equip officials, referees, volunteers and ball kids. Additionally we outfit the host team South Africa.”

The company said its products for the World Cup will be presented in the second half of 2009. According to the most recent independent market surveys, Adidas suggested it is the world's leading football brand, with a market share of more than 34%. The company cited data that in core markets such as Germany and North America, Adidas football market share was over 50% of the total market. (Sources: NPD Sports Tracking Europe and SportScanINFO).

“This is the very first time a Football World Cup is taking place on the African continent. We will utilise this event to present new, innovative products and to convey the fun and excitement the African people find in football to fans worldwide. The marketing focus will be clearly on digital channels and POS, in order to be able to communicate as interactively and individually as possible,” explained Bernd Wahler, Chief Marketing Officer Adidas Sport Performance.

Adidas indicated it expects to generate double-digit sales growth in South Africa in the years to come. 

Sales at the last 2006 World Cup in Germany exceeded Adidas’s forecasts
and enabled the company to add 1% to 2% to its share of the global
soccer footwear market. To capitalize on that tournament.

Adidas is the partner and supplier of numerous football federations on
both an international and national level. For example, adidas is
Official Partner of football's international governing body FIFA, the
European Football Union UEFA and the Confederation of African Football
CAF. Adidas is Official Sponsor, Supplier and Licensee to all FIFA
World Cups(TM) until 2014, Official Supplier to Major League Soccer
(USA) and the UEFA Champions League.

National teams equipped by adidas include Argentina, Germany, Spain,
Mexico, Japan, Russia, China and South Africa, host of the FIFA World
Cup 2010(TM) as well as a further fifteen African teams. Adidas is also
official supplier to prominent football clubs including AC Milan,
Chelsea FC, FC Bayern München, Liverpool FC and Real Madrid.
Additionally, stars such as Lionel Messi, Michael Ballack, Kaká, David
Beckham, Petr Cech, Steven Gerrard, Lukas Podolski, Patrick Vieira and
David Villa represent their respective clubs wearing state-of-the-art
adidas football equipment.