June 11, 2009: With the 2010 FIFA World Cup one year away, adidas said it plans to maintain its marketing budget and seeks to boost its global position via the 2010 FIFA World Cup, which will be played in South Africa beginning June 11, 2010. "We will continue to spend about 13% of our [annual] net sales on marketing," Herbert Hainer, CEO for adidas, said during a press conference marking the one-year countdown to the event. "Even in times of crisis, [soccer] has the power to draw. In 2010, we'll definitely reach the highest sales level for football sales. We are well-positioned to further extend our market leadership in football again next year."
Hainer said adidas would begin to sell 2010 World Cup products during the second half of 2009. Adidas is the partner and supplier of numerous soccer federations on both an international and national level and is an official partner of FIFA, (Fédération Internationale de Football Association), the sport's international governing body. "As official sponsor, adidas will supply the official ball of the tournament and equip officials, referees, volunteers and ball kids. Additionally we outfit the host team South Africa," Hainer said. Adidas said it would use the 2010 World Cup to present "new, innovative products and to convey the fun and excitement the African people find" in soccer to consumers worldwide. "The marketing focus will be clearly on digital channels and POS, in order to be able to communicate as interactively and individually as possible,“ said Bernd Wahler, CMO for adidas Sport Performance.