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SBD/July 14, 2014/Marketing and Sponsorship
Adidas Emerges As World Cup Winner, Renews Partnership With Mexico National Team
Published July 14, 2014
SALES KICK: FORBES' Darren Heitner reported adidas has "extended its contractual relationship to support" the Mexico National Team through '22. adidas America Soccer Dir Ernesto Bruce said, “For us in the U.S., Mexico is our No. 1 selling jersey; Germany and Argentina are tied for second place in terms of total volume. We’ve had a 30% increase in overall sales of Mexican National Team jerseys from the 2010 World Cup to this World Cup” (FORBES.com, 7/11). The AP's Anne Peterson wrote after Germany's victory over Argentina yesterday, companies that "produce soccer-related merchandise are already winning" (AP, 7/12).