Adidas expecting football sales of €1.5 billion in 2010

German sportswear and equipment group Adidas said Monday that it expected record 2010 football-related sales thanks to the World Cup in South Africa.

Adidas expecting football sales of €1.5 billion in 2010
Photo: DPA

The company forecast sales of at least €1.5 billion ($1.9 billion) from balls, jerseys, boots and other items, revising a previous estimate of more than €1.3 billion upwards.

Adidas sponsors 12 of the 32 World Cup teams, including Argentina, France, Germany and Spain in addition to hosts South Africa.

“The jerseys are doing much better than expected,” Adidas boss Herbert Hainer told a press conference at the group’s headquarters in Herzogenaurach, Bavaria.

More than one million Argentinian, German, Mexican and South African jerseys have been sold already, he said. During the 2006 World Cup, it sold three million jerseys, and Adidas sees six of its teams making it past the first round of competition, which will wind up this week.

The group also manufactures the controversial Jabulani football being used in the competition, of which it has forecast sales of 13 million. Markus Baumann, who oversees football activities at Adidas, said the Jabulani ball was the best selling item so far.

In addition to balls and jerseys, of which Adidas expects to deliver 6.5 million, the company is banking on brisk sales of boots.

Argentinian superstar Lionel Messi is under contract, while US rival Nike has signed deals with Portugal’s Cristiano Ronaldo and England’s Wayne Rooney.

Teams are only bound to wear the sponsor’s official uniform, with each player allowed to choose his own boots.

Drawing on its experience with the 2006 World Cup, Adidas has geared up to deliver more jerseys of teams that make it to the next round unexpectedly.

Paraguay is one example, while Hainer said that France, which might be eliminated this week, did not give “a very positive image,” with scenes of angry confrontations being streamed around the world.

Adidas and its US rival Nike both claim the top spot among makers of kit related to football, one of the most-played sports worldwide.

Nike sponsors Brazil, Portugal, the United States and with its Umbro brand, Britain, among its total of 10.

Puma, the German group that is number three among World Cup team sponsors, has Italy and four African clubs under its colours, among its total of seven.

Adidas also makes the referees uniforms.

For the group as a whole, full-year forecasts now look fairly conservative, especially since Hainer noted that other areas were also performing well. For now, Adidas expects sales to gain five to six percent from last year’s level of €10.4 billion.

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British football teams allowed to skip Germany’s quarantine for Euro 2020

Germany's government announced on Tuesday it will allow England, Scotland and Wales to enter the country without quarantine to play at Euro 2020 despite a recent rise in cases linked to the Delta variant of Covid-19 in Britain.

British football teams allowed to skip Germany's quarantine for Euro 2020
One of the venues for Euro 2020 is in Munich. Photo: picture alliance/dpa | Sven Hoppe

The three teams could potentially reach the quarter-final held in Munich on July 2nd.

If that were the case, they would be exempt from the rule that travellers from the United Kingdom and Northern Ireland must currently observe a 14-day isolation period due to the virus strain of concern – Delta – first identified in India.

“The people accredited for the European football Championship are exempt from the quarantine obligation, even after arriving from an area impacted by a variant” Berlin said in a statement.

“This exemption concerns all the people who have been accredited by the organising committee for the preparation, participation, the holding and the follow-up of international sporting events,” it added.

The exemption does not include fans, who will be obliged to follow German government self-isolation rules.

Germany declared the UK a ‘virus variant area of concern’ on May 23rd due to rising cases linked to the Delta variant in parts of the country. 

READ ALSO: Germany makes UK ‘virus variant area of concern’: How does it affect you?

This reclassification came just seven days after the UK was put back on Germany’s list at the lowest risk level, and barely a month after it was taken off all risk lists completely.

The ban was put in place despite the UK’s relatively low Covid rates as a precautionary measure.

A general ban on entry is in place for people coming from countries on the ‘virus variant’ list – such as India and Brazil – the highest of Germany’s risk categories. 

There are some exceptions for entering from these countries – for example German residents and citizens. However, anyone who does enter from Germany is required to submit a Covid-19 test before boarding the flight and must quarantine for 14 days on arrival, regardless of whether they are fully vaccinated or not.

READ ALSO: Germany’s new relaxed quarantine and testing rules after travel

Euro 2020 starts on Friday as Italy host Turkey in Rome with the Bavarian city hosting three group games as well as the last-eight match.

Around 14,000 fans will be allowed into the Allianz Arena for the fixtures.