Puma beats Adidas as top World Cup team sponsor

German sports goods firm Puma has beaten rival Adidas by scoring more sponsorship deals with world cup soccer teams for the first time.

Puma is sponsoring 12 of the 36 countries in the soccer World Cup which kicked off in Germany yesterday. Its rival Adidas, which normally has the stronger showing, trails this year as some of the country teams it sponsors have failed to qualify.

The stakes are high in the competition with top sports goods firms spending millions supplying and sponsoring teams participating in the tournament to bolster their brand and lift the sales of products such as jerseys and footwear.

Adidas, which claims to be global market leader for soccer gear, has been the games' top supplier for decades. But it has had bad luck this time with several teams, including European champions Greece, failing to qualify.

As Fifa's sponsor, Adidas will still provide the match ball and kit out referees, linesmen and ball boys.

The victory is also due in part to Puma's heavy investment in soccer products to take on Adidas.

Analysts say contracting with key teams such as Germany, England or Brazil helps boost sales.

Industry sources say a deal with a top team will cost a double-digit million euros amount annually, while small teams such as Trinidad & Tobago are almost free. US firm Reebok, which Adidas bought, has not contracted with any teams.

Nike, the biggest sports goods firm, has also invested heavily in soccer activities. In past tournaments, it used to trail Adidas with the number of sponsoring contracts.

Following is a list of teams being sponsored by sporting goods firms at the World Cup in Germany in the summer.

Puma
Italy: Three-times World Champion
Czech Republic
Poland
Switzerland: Co-host of European Cup 2008 (with Austria)
Paraguay
Saudi Arabia
Ivory Coast
Ghana
Tunisia
Togo
Angola
Iran

Nike
Brazil: Five-times World Champion

Adidas
Germany: Three-times World Champion
France: 1998 World Champion
Argentina: Twice World Champion
Japan
Spain
Trinidad & Tobago

Umbro
England 1966 World Champion
Sweden

Lotto
Ukraine
Serbia-Montenegro
Marathon
Ecuador

Joma
Costa Rica