Adidas AG expects the upcoming North American FIFA World Cup to be its largest commercial event to date. Head of football Sam Handy told Handelsblatt that the tournament's financial impact should exceed €1 billion.
Initial jersey sales have already surpassed high internal forecasts. The company plans to scale production levels based on individual team performance during the competition.
Adidas shares rose 2.9% on May 27, helping drive Germany’s DAX index higher. The stock has now nearly recovered all year-to-date losses. Adidas currently outfits reigning world champions Argentina, which is expected to further bolster tournament sales.