adidas CEO Herbert Hainer speaks exclusively to MeetTheBoss TV about his efforts to knock Nike off the top spot in 2010 by leveraging the firm’s USD200 million World Cup sponsorship to its full advantage.
Currently within spitting distance of Nike’s 2007 EUR11.1 billion (USD14.00 billion) revenue, Herbert explains how the World Cup equates to big wins for brands like adidas in terms of sponsorship, advertising and exposure.
It’s already widely known that adidas will have the greatest sanctioned presence during this month’s FIFA World Cup. Not only is the brand an official top-tier partner of the tournament, but it also sponsors the highest number of teams competing in the finals – boasting the likes of Argentina, France, Spain, Germany, and host nation South Africa among those teams that will be brandishing the famous three-stripe logo. As such, Herbert promises to capitalise on such marketing investment with new and exciting products to market.
To watch the interview, visit MeetTheBoss TV.
(Source: Sport Business)