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Adidas maintains its sales forecast despite the elimination of Germany in Qatar


BERLIN (Reuters) – Adidas is sticking to its sales forecast for the FIFA World Cup, even though the number of teams sponsored by the German sportswear maker in the tournament has fallen from seven to three, a spokesman said. group on Friday after the surprise elimination of the German team.

The German outfitter still expects the World Cup to generate revenue of around 400 million euros, according to the spokesperson, who also indicated that the turnover is currently higher than that achieved during of the 2018 World Cup in Russia.

The German retailers’ association HDE was less optimistic.

“Without the German team, experience shows that fan interest in World Cup merchandise and other World Cup items drops rapidly,” said HDE spokesman Stefan Hertel.

Four-time FIFA World Cup winners Germany were knocked out of the tournament despite beating Costa Rica 4-2 in their last Group E game on Thursday.

The day after the elimination, the jerseys of the German team went on sale with a 50% reduction on the Adidas online store.

The spokesperson for the company in Qatar, which hosts the competition this year, however, remained optimistic.

“As much as we are hurt by Germany’s elimination, we benefit from the international enthusiasm in Qatar,” he said.

Adidas, one of FIFA’s seven global partners, remains represented in the tournament in the shirts of Spain, Argentina and Japan.

Nike, the world’s largest sports equipment supplier, saw nine of the 13 national teams it sponsors advance to the round of 16, with one more potentially joining. Of the six teams sponsored by Puma, Senegal and Morocco have already qualified, and two others still had a good chance of qualifying on Friday.

(Reporting Alexander Huebner, Rene Wagner and Nobuyo Saito; written by Miranda Murray and Rachel More; French version Dagmarah Mackos, editing by Blandine Hénault)



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