The Euro 2016 soccer tournament kicks off this Friday in France. The month-long sport spectacle isn’t only a glorious television event - it’s also a massive business opportunity for sponsors, suppliers and pubs. Lots of companies will be cashing in on this year's European Championship, which for the first time will see 24 teams from Iceland to Turkey face off in France. That's especially true for Adidas, Europe's largest manufacturer of sporting goods.
The Herzogenaurach-based firm will be equipping nine teams, including world champion Germany and the defending European champion, Spain. Adidas' US rival Nike will be providing uniforms and gear for six teams, while Puma got five. The rest of the teams will be outfitted by smaller companies like Umbro, macron or Juma.
Of course, Adidas isn't only forking over money for the well-being of its national teams. It wants those three stripes to be splashed across TV screens around Europe and the world as often as possible.
"This year we'll also be outfitting referees, ball boys and girls and helpers, and we'll enjoy a high visibility in the stadium and on UEFA channels as part of our official partnership," Adidas said in a statement.
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