Kasper Rorsted, CEO of German sporting goods firm Adidas, speaks to the shareholders during his company's annual general meeting on May 9, 2018 in Fuerth, southern Germany.
/ AFP / dpa / Daniel Karmann
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Adidas can declare itself the winner over arch rival Nike in the upcoming football World Cup even before the first match kicks off as it is kitting out the most teams.While team deals are important for sales of football jerseys, more critical for sales of boots is the sponsorship of top players, particularly the likes of Portugal's Cristiano Ronaldo, who wears Nike, and Argentina's Lionel Messi, in Adidas.Nike expects 60 percent of all the players heading to Russia will be wearing its boots, including almost half the German and Spanish team and three-quarters of the Russians, even though they will be wearing Adidas shirts.Adidas reported football-related sales of 2.1 billion euros ($2.4 billion) in 2014, when it sold 14 million official match balls and 8 million jerseys, including 3 million for the winning German team.
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