Adidas’ portfolio for the World Cup is robust

Adidas’ portfolio for the World Cup is robust: it sponsored 12 of the national teams in South Africa, including favorites like Spain, Germany and Argentina. It is the official FIFA sponsor and creator of the Jabulani ball, which fluttered, soared and sailed over goals throughout the first round of action but is still expected to be a top seller. (Adidas estimates it will sell 13 million Jabulanis.) It has already sold at least 6.5 million national team jerseys more than double its jersey sales from the 2006 World Cup.

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