Sport stores do however little risk on small teams

Without waiting for the first whistle of the World Cup of football, the Jersey of the Brazil in sizes from 8 to 12 years is out of stock at many stores of sport, used by young supporters of Ronaldinho for the delight of Nike. In the five largest European countries, almost 40 of consumers have already purchased an official shirt for the World Cup, or say they intend to do so, according to the NPD Group company. In the coming four weeks, "are mainly the results of the meetings which will influence the sales of clothing and footwear in the colours of the national teams," said Mourad, one of the vendors to the radius of a Parisian Decathlon football.

The most watched sports event on Earth in any case provides a golden opportunity to set the title of first global OEM in football. Adidas, inventor of the shoe cleats, remains a leader in the title, with 35 of a global market estimated at 3 billion (2.4 billion) for the brands. But Nike the unresponsive with 31 of sales, in a category where it is still active since 1994. To speed up in Europe, the American was football one of its three major activities. It has doubled its turnover since the last world in the Japan and Korea of the South (at $ 1.5 billion), with the firm intention to surpass the mark in three bands..., which has itself bounce on team sports to dismiss the "comma" of the rank of first world sports equipment manufacturer. In this part between the two largest, Puma hope to be a spoiler. The number three global sports has already succeeded a certain breakthrough by sponsoring the largest number of teams for this session. He dressed and I shoe 12 of the 32 national teams qualified, with 100 of African teams. However, the Italy is his only feature.

No risk with small

At the World Cup, "there is not only the leaders who have their chance", insists Jochen Zeitz, CEO of Puma, which considers that the effect World Cup help "widely" this year the growth of its turnover. The overall objective has been revised upward in may, 35, precisely because of the success of v1 06 footwear and clothing of African inspiration of the collection Puma United for Africa launched for the occasion. The number three global sector table therefore on a total turnover of at least EUR 2.4 billion this year, with ambition to reach at least the 3.5 billion euros by 2010, year where the world will be held on the continent of choice, in South Africa.

Sport stores do however little risk on small teams. "If one of them breaks during the World Cup, then we commanderons, but we do not stock", explains in a sign of sport. Unsurprisingly, Nike and Adidas share the main seeds of champions. The first is behind 8 teams, including the Brazil and the Netherlands. The second has 6 selections, including the Germany, the France, the Argentina and the Spain.

Partner of Fifa since 1970 and main sponsor of the Cup, which takes place in his country this year, Adidas hand with length in advance. Impossible not to see its logo, as it provides the official ball "Teamgeist" ("team spirit"). Ambitions in Herbert Hainer, CEO of Adidas football, are "more aggressive than ever." Its flagship brand must spray its annual sales records in this category, to EUR 1.2 billion. A level recently revised upward represents a jump of 30 and 50 from the previous World Cup, and must be maintained in 2007. To achieve this, the German group has sold nearly 1.5 million of swimwear, including 500,000 in the colours of the national team German, more than 15 million balloons and 1 million pairs of shoes Predator.

Nike hopes, its flow during and in the wake of the global 2.4 million of replicas (replicas) of swimwear, 23 million pairs of shoes and some 10 million of balloons. These benefits were, apparently, already integrated in stock market of the equipment. To stand, Adidas, Nike as Puma did however not decreased at the expenditure. Each provides the largest campaign of communication in its history in football. Although very discreet about their exact investments, equipment manufacturers devote this year, according to industry analysts, nearly 10 of their turnover in the marketing and communication.

It must be acknowledged that in Berlin and eleven other cities to host meetings, the three brands are ubiquitous in the street, around the stadiums, in stations and airports. To 27 aircraft of the dba, one of the major "low cost" airlines of the United Germany. They have been repainted in the colours of Puma, who also dressed the flight crew.