Adidas Expects to Achieve Sales of $2.7 billion from Soccer in 2014

2013 adidas MLS Match Ball. Photo courtesy of Major League Soccer.

2013 adidas MLS Match Ball. Photo courtesy of Major League Soccer.

Adidas expects to set a new record with $2.68 billion from soccer sales during 2014. The company announced its forecast at a media day on Tuesday held at  its corporate headquarters in Herzogenaurach, Germany.

Herbert Hainer, CEO of the adidas Group, commented,

The FIFA World Cup is the perfect stage to showcase our company, our brands and our products. adidas is the clear no. 1 in football globally – in terms of sales, innovative power and brand visibility. Through the World Cup we will once again underline our leading position and share our passion for the game with fans around the world.

As the Official Sponsor, Supplier and Licensee of the 2014 FIFA World Cup, adidas will supply the official match ball of the tournament and equip officials, referees, volunteers and ball kids, as it has done in previous tournaments.

Leading up to the tournament, beginning in the latter half of this year, adidas plans to release several new and innovative soccer products designed for the World Cup.

Markus Baumann, Senior Vice President adidas Soccer, explained,

We will use the World Cup to prove our great football expertise and to show fans the technological knowhow and creativity that adidas consistently delivers at the cutting edge of football, again underlining our leadership in innovation. We create technologies that help players and teams unlock their potential, building products that are the very best for the athletes. For the World Cup, adidas will again be one step ahead.

In Latin America, the adidas Group has performed extraordinarily well over the past decade. Sales have increased every year since 2002. With the Confederations Cup and the World Cup creating another strong push, adidas expects continuous and solid double-digit sales growth in Latin America in the years to come.

Over the past few months, adidas has enjoyed strong successes in soccer:

  • Lionel Messi was awarded the FIFA Ballon d´Or for the fourth time in a row
  • Chelsea FC won an all adidas final in the UEFA Europa League
  • FC Bayern Munich was crowned UEFA Champions League winner
  • At the 2013 FIFA Confederations Cup, four out of eight teams are equipped by adidas: Spain, Japan, Mexico and Nigeria
  • Japan was the very first team to qualify the 2014 FIFA World Cup

While the celebration of the sport will be based in Brazil next summer, adidas will spread the excitement surrounding the FIFA World Cup to fans around the globe through its various marketing initiatives.


What do you think of Adidas’s expectations for its soccer business in 2014 surrounding the FIFA World Cup? Let us know in the comments section below or on Twitter.

Reporting on the business side of the world's game.