Reebok 2007 Annual Report Download - page 18
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014
ANNUAL REPORT 2007 --- adidas Group TO OUR SHAREHOLDERS - Interview with the CEO
Y
OU
ARE AN
O
FFI
C
IAL
S
P
O
N
SO
R
O
F THE
U
EFA E
U
R
O
2008
™ AND THE BEI
J
IN
G
O
LYMPI
C
G
AME
S
. H
O
W IMP
O
RTANT ARE THE
S
E
AND
O
THER MA
JO
R
S
P
O
RTIN
G
EVENT
S
F
O
R THE ADIDA
S
G
R
OU
P
?
A key competitive advantage of our Group is the tremendous experience and know-how we have gained from our long tradition
of partnering with major sporting events and leagues. We are the only sports company to ever sponsor a football World Cup.
We currently partner with a number of the top marathons around the world – including London, Boston and Berlin. And our
Group has long-term relationships with every major sports league in North America.
I fi rmly believe we are unrivalled in leveraging the opportunities major sporting events provide. That means not only maxi-
mizing licensed sales, but also enhancing the visibility of our top products and promotion partners to underscore the Group’s
credibility and authenticity in performance sport. Although sponsoring these events comes at a cost, we have seen time and
time again that the long-term benefi ts to brand image far exceed the short-term expenses associated with these events.
In 2008, the European Football Championship will be the perfect stage to demonstrate our Group’s dominance in the world’s
favorite sport. adidas’ role as an Offi cial Sponsor of the event and Outfi tter of fi ve participating teams will help the brand
achieve a new sales record in the football category of over € 1.2 billion – generated solely from true performance products.
And at the Beijing Olympics, both of our two biggest brands will be front and center. For adidas this means being the Offi cial
Sportswear Partner to the event as well as outfi tting 16 National Olympic Committees – including the hosts China. For Reebok,
this means partnering with the event’s biggest local star – basketball great – Yao Ming. This event will help our Group
become the market leader in China this year, as well as drive sales growth throughout the region in 2008 and beyond.
“I fi rmly believe we are unrivalled in leveraging the
opportunities major sporting events provide.”