Adidas Focuses On Soccer Market Leadership In 2010

Adidas said it would start selling 2010 World Cup products during the second half of 2009.

"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," he said.

Since the 2010 tournament is the first World Cup in Africa, Adidas plans to use the event to present itself to fans on the continent. It said it expected to generate "double-digit sales growth in South Africa for years to come."

Adidas has a world market share of about 34 percent in soccer products and more than 50 percent in Germany and the U.S., according to independent research groups NPD Sports Tracking Europe and SportScan.

Adidas is the supplier to national teams including Argentina, Germany, Spain, Mexico, Japan, Russia, China, South Africa and 15 other African national teams. The company is also the official sponsor, supplier and licensee to the 2014 World Cup, being held in Brazil.

Shares of Adidas were up 7 percent at euro27.64 in late Frankfurt trading.