Adidas has announced that it expects to generate record football sales of more than Eur1.6 billion in 2012, a position boosted by its dominant position at UEFA Euro 2012, reports SportBusiness. This figure will surpass its current landmark of Eur1.5 billion achieved during the FIFA World Cup year of 2010, while it compares to the Eur1.3 billion generated during Austria and Switzerland's staging of Euro 2008.

"Adidas can already be sure of defending its title as the most successful football brand in Europe and the world," said Herbert Hainer, CEO of the Adidas Group.

"Adidas is leading the way at UEFA Euro 2012 in every respect - in terms of product sales, brand visibility and innovative strength."

The German sportswear giant is the official sponsor, supplier and licensee of the European Championship. It also equips six of the 16 teams at Euro 2012 - more than any other brand.

Co-host Ukraine, world and European champions Spain, Germany, Russia, Denmark and Greece are all Adidas partners.

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