World Cup 2014 is around the corner, and adidas as the official Sponsor, Supplier and Licensee of the event communicates strongly its leadership in football. The 3-stripes target €2 billion in sales in the football category in 2014, and focus on the several marketing segments.
Today, adidas CEO Herbert Hainer told the press:
“For adidas football 2014 will be the continuation of an already extremely successful year 2013: Lionel Messi was awarded with the FIFA Ballon d’Or for the fourth time in a row, Chelsea FC won an all adidas final in the UEFA Europa League and FC Bayern Munich has just been crowned as the UEFA Champions League winner.
At the 2013 FIFA Confederations Cup, four out of eight teams are adidas teams: Spain, Japan, Mexico and Nigeria. However, today’s outlook of 2 billion Euro sales in the football category in 2014 shows that we don’t intend to rest on our laurels. We will maintain our brand’s visibility and will continue to bring exciting innovations to the market. So stay tuned.”
Herbert Hainer focuses on success on and off the pitch but also on the importance of the brand visibility. Lionel Messi’s 4th Ballon d’Or points out the strength of adidas’ players portfolio, Chelsea and Bayern’s success in European Cups, the strength of their club’s portfolio.
With the Confederations Cup going on, adidas CEO outlines their success domestically that brings a meaningful brand visibility. Mexico is Concacaf Champion, Spain World and European Champion, and Japan and Nigeria are respectively Asian Champion and African Cup Winner.
In order to reach the €2 Billion target in football, brand visibility and innovations are key pilars. Recently, adidas launched the Nitrocharge boot and Smartsoccer will be introduced in the Major League Soccer, which are some innovations in football adidas implemented.
Being a World Cup Sponsor is a definite plus in order to showcase products and have direct access to fans onsite. An advantage that could be beneficial to reaching the €2 Billion in sales.
Long story short, check out. [Source: adidas blog]