Adidas to reap profit from World Cup

Friday, 23 May 2014
Sportswear is lucrative, especially when one of the world's leading athletics and clothing companies teams up with one of the world's most popular sporting events.

The result is an expected 2 billion euros of sales for German giant adidas. The company is the leading sponsor for the Brazil hosted World Cup and is responsible for the kit for nine of the 32 finalists, including the actual matchball.

The sales increase is a rise of near 8 percent from the 14.492 billion euros of sales the company posted in 2013.

To support its sales, adidas is investing a "double-digit million sum" in advertising associated with the World Cup with a particular focus on social media.

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