(WFI) Adidas CEO Herbert Hainer says Euro 2012 will help the sports brand achieve massive growth in Poland and cement its No.1 position in Ukraine.
Speaking at a press conference in Warsaw today, Hainer said: “We will use the event to reach market leadership in Poland by 2015 and take over category leadership in football in 2012.
“We are very excited about the upcoming event and plan to leverage UEFA Euro 2012 internationally to showcase our brand and our innovative and exciting products.”
Under its Euro 2012 sponsorship, Adidas provides the official match ball and supplies the equipment for all officials, referees, volunteers and various youth programmes such as ball kids and player escorts.
Hainer was joined at the media event by Artur Czerwonogrodzki, country manager for Adidas in Poland.
Hainer has previously stated that he hopes Adidas will notch up new sales records in its football division from Euro 2012.
Last year’s South Africa World Cup helped Adidas pull in football-related revenues of more than €1.5 billion ($2.2bn), a rise of €200 million on 2008 when the European Championships were held in Austria-Switzerland.
Next year’s busy summer of sport is expected to deliver record revenues for Adidas.
As well as its Euro 2012 partnership, the world’s second-largest sportswear manufacturer after Nike is also the official sportswear partner of the London 2012 Olympics, and a major sponsor of Team GB at the Games.
At the IAAF world athletics championships in Daegu, South Korea, Adidas is sponsoring 500 athletes and a total of 12 federations.
Ukraine PM promises to deliver Euro 2012 transport pledges
Ukrainian Prime Minister Mykola Azarov has delivered a boost to UEFA by pledging finance to complete upgrades to Kharkiv’s road network in time for the Euro 2012 tournament.
“All that was envisaged in the law [on the state budget] will be 100% financed. There is no city or region where we have not fulfilled our promises,” Azarov was quoted by Interfax as saying in Kharkiv on Tuesday.
His comments come after Kharkiv City Council claimed that contractors were upgrading city roads for Euro 2012 with their own funds and loaned money.
The council’s construction chief said they had yet to receive any of the millions of dollars allocated for road works in each of Ukraine’s four host cities that was promised by the government in April.
The other Ukrainian cities staging games at next summer’s UEFA showpiece are Donetsk, Kyiv and Lviv. Poland’s four host cities are Gdansk, Poznan, Warsaw and Wroclaw.
By INSIDER editor Mark Bisson
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