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Germany's World Cup Win is Good for adidas

13/07/2014

By Daniel Hunter

Germany's historic World Cup win has brought good news for German sports manufacturer, adidas.

adidas's shares were up 2% in early trading this morning (Monday) on Frankfurt's Dax index.

The sports brand is the kit supplier for the newly crowned World Champions and runners-up, Argentina. It is also a major FIFA sponsor, supplying equipment such as the 'Brazuca' World Cup football, referees' kit and mascots' kit.

In stark contrast to adidas' fortunes at the World Cup, Nike had a less impressive World Cup. Brazil, it's main client, had a disastrous end to the tournament with a 7-1 defeat to Germany in the semi-final and a 3-0 defeat to the Netherlands in the third place play-off.

In June, adidas revealed the the first few weeks of the World Cup gave a huge boost to its profits.
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Herbert Hainer, adidas Group CEO, said: “We will definitely achieve our goal of £1.6 billion in sales in the football category in 2014, once again underlining our outstanding position as the clear number one in football globally. The brand's presence on the field of play and all around the tournament in Brazil as well as the success of our marketing campaign in social media worldwide is clear proof that adidas is and will remain the leading football brand.”

It was later announced that adidas had agreed a 10-year deal with Manchester United worth £750m.

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