As 32 teams compete for the World Cup in Qatar, Adidas and Nike also hope their shares can score.
at least 5 billion TV viewers, the world's highest profile soccer event is a major opportunity for sports apparel makers marketing their jerseys, boots and other products with teams and individual players.
In its quarterly conference call on Nov. 9, Adidas said it expects sales of about 400 euros related to the World Cup, which would amount to around 2% of additional annual revenue.Nike did not immediately respond to a request for comment about the importance of the World Cup on its sales. "If somebody in Germany buys a World Cup jersey, do they also buy a new pair shoes? Or if an Adidas sponsored team wins the whole thing, in the euphoria of winning the World Cup, do people buy more jerseys than they otherwise would have? That's where you can see some variability," Nikic said.
Six countries are playing in Puma jerseys, with New Balance and other companies making up the remainder.
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