Sportswear to soar during World Cup

5 May

Adidas world cup jerseyAdidas is the largest sports apparel sponsor of the 2010 soccer World Cup, the London Evening Standard reports. The Three Stripes is backing 12 teams, including hosts South Africa,  Spain, and Germany, and will also bring the  matchballs. Nice of them, isn’t it? Well all this Adidas branding means the company is expecting massive revenue from the Cup, something akin to the 2006 event, where it added more than US$1 billion (€1 billion) to its bottom line through the sale of football shirts, boots and balls. Nike is sponsoring 10 teams and Puma seven at this year’s tournament.

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