Trends & Features

adidas sells £1.6 billion worth of football product during first 12 days of World Cup

That works out at just over £133 million a day.

On top of that, the official sponsor, supplier and licensee of the tournament has this year also sold a record eight million replica shirts – the Germany shirt has sold two million units alone, 500,000 outside Europe – and 14 million Brazuca footballs, a million more than in 2010, the year of the last World Cup.

In the last 10 years adidas sales in Latin America have rocketed from £143 million to £1.25 billion.

The company as a whole generated sales of £11.6 billion in 2013.

adidas is one of six FIFA global partners, which also include Coca-Cola, Hyundai-Kia, Emirates, Sony and Visa.

It’s been estimated that, as a group, this top tier of sponsors has paid a combined £430 million for the rights to all major FIFA events in 2014.

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