Adidas Set To Break Own Football Sales Record
Adidas has announced it expects to achieve record sales of over €1.6bn (£1.28bn) in the football category for 2012, which would surpass the record sales produced in 2010 – when the FIFA World Cup was held in South Africa.
At the last European Championships in 2008, sales in the football category totalled €1.3bn (£1.05bn).
Herbert Hainer, CEO of the adidas Group, said: ‘adidas can already be sure of defending its title as the most successful football brand in Europe and the world. adidas is leading the way at the UEFA Euro 2012 in every respect – in terms of product sales, brand visibility and innovative strength.’
Contributing to the record result is the fact that adidas expects to sell more than 7 million ‘Tango 12’ balls in 2012 – more Euro balls than ever before – according the brand press release.
The Official Match Ball of the UEFA Euro 2012 has received positive responses from players, experts and consumers, following mixed reviews of the World Cup 2010 football.
Markus Baumann, senior vice president adidas Global Football, added: ‘The UEFA Euro 2012 has once again underlined that the contribution of adidas to the world’s most popular sport resonates extremely well with players, consumers and fans. We will utilise this momentum in order to further expand our global market leadership in football.’
