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'World Cup will boost sales' - Adidas

  1. Posted on Wednesday 16 December 2009 - 13:04
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    Adidas, the world’s second largest sportswear manufacturer behind Nike, was hoping the 2010 FIFA World Cup in South Africa would be a major boost for sales.

    The company, which like Nike, recorded a slump in sales and profits in 2009, believes its sponsorship of the World Cup would help lift numbers as it did in 2006. In Germany, the World Cup helped Adidas, the official supplier of balls, sell 15-million balls. The company says that the recently released ‘2010 ball’ has, in presales, already exceeded available volume.

    According to Adidas' director of soccer Antonio Zeas, the company has struggled during 2009, but that 2010 would offer significant opportunity.

    “We want to focus on 2010. Revenues from the World Cup will deliver record numbers for us, as in 2006,” said Zeas.

    Addis Group’s last financials reported that third-quarter sales for 2009 were ¤2.2-billion, down 7 percent from last year, while operating profit was down 29 percent.

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