There’s no mistaking the fact that Adidas is the most successful soccer (football) brand in the world, and with the Euro 2012 games underway, Adidas is solidifying that position by announcing record-breaking sales projections for the year. 2012 is only half over, but the company is confident that it will achieve record sales of more than €1.6 billion in the football category for the year. Adidas typically sees a sales boost whenever there is a large soccer tournament, and during the 2010 World Cup, they broke a record at that time of €1 .5 billion in sales. One of the largest money makers during these tournaments are the official soccer balls that are used for the games and also sold to fans. It’s estimated that they will sell over 7 million Euro 2012 balls, which has received high praises from both players and consumers.
“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.
Adidas’ soccer brand is only one segment of the company’s product line, and with the added sales and exposure that they are seeing this year, they hope to become an overall leader in the sports brand category in more European countries. In Poland, where many of the Euro 2012 games are being played, Adidas hopes to be an overall market leader in sports brands by 2015 at the latest. This is something Adidas has already accomplished this year in the Ukraine… the other host country of the games.