adidas Strengthens its Leadership in Football with Euro2012

Hi everyone,
Adidas raised its forecast for sales of football products in 2012 to a new record of more than €1.6 billion ($2 billion) due to robust sales of jerseys from the German team, as well as replica match balls. It also said its coming closer to its goal of becoming the market leader in Poland by 2015 at the latest.

Adidas, which also provides the kit for other tournament favorites Spain, had previously forecast sales in the category of above the €1.5 billion euros it achieved in 2010, when the World Cup took place.

“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,” said Herbert Hainer, CEO of the adidas Group, at a media event this afternoon in Warsaw prior to the first UEFA EURO 2012 quarter-final game, according to a statement.

Adidas noted that In 2008, the year of the last UEFA EURO, sales in the football category totalled €1.3 billion. Contributing to the record result is the fact that adidas will sell more than 7 million balls in the design of the Tango 12 in 2012, and thus more EURO balls than ever before. The Official Match Ball of the UEFA EURO 2012 got very positive response from players, experts and consumers alike.

“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,” commented Markus Baumann, senior vice president adidas Global Football.

Indications of the adidas brand’s dominance in football were already clear at the beginning of the year: In the first quarter of 2012, sales in the football category were up 23 percent.

Adidas Poland also got off to a fast start into the year of the UEFA EURO in their home country, with total sales increasing 50 percent in the same period.

Thanks to the UEFA EURO 2012, adidas said it has also come significantly closer to achieving its objective of becoming market leader in Poland by 2015 at the latest. In 2012, the brand has already reached its goal of becoming number one in the football category in Poland.

In Ukraine, the brand started the year as market leader both in the football category and overall, and has been able to further expand its leadership position. [Source: SGB Update]