PARIS (AFP) - Adidas is world champion, but Nike scored the tournament's winning goal: for the World Cup's official suppliers and sponsors, the planet's most-watched sporting event is an unmitigated success.
Adidas, which supplies the Spanish team's kit, congratulated itself on the 'rojas' 1-0 victory against the Netherlands in Sunday's final, which saw its trademark three stripes march to the top of the podium.
"Adidas is world champion," a brand spokeswoman told AFP. "The outcome is absolutely positive."
The German group, also official partner of world football governing body FIFA, is eyeing sales of 1.5 billion euros (1.9 billion dollars) this year, with the "Jubulani" competition football its hottest product, the spokeswoman said.
The company has also sold 1.2 million Germany shirts, over a million Mexico, Argentina and South Africa shirts and around a million Spain shirts.
Nike, which supplies the Dutch team, put the emphasis on the fact that "the winning goal was scored by a Nike boot" in the final's 116th minute by Andres Iniesta.
"On the pitch, there were more Nike boots than of other brands," or 47 percent Nike and 32 percent Adidas, said Charles Brooks, spokesman for the US sportswear giant.
"The competition has been an immense success" for Nike, said Brooks, with a 39 percent rise in football-related sales in the first quarter of 2010 compared to the same period last year.
German brand Puma, the World Cup's third-biggest supplier, also hailed its success.
"We are very happy, the World Cup's outcome is very positive for us," said Ulf Santjer, Puma's head of communication.
"We not only established but even strengthened our number three position" in the football market, he said.
With seven national teams contracted to Puma, including semi-finalists Uruguay, the brand took part in 26 out of 64 matches, spending around 39 hours in front of the cameras and hundreds of millions of viewers around the world.
Puma is also the number one sponsor of African teams, and the success of quarter-finalists Ghana shows "that African football is now top level," said Santjer.
Sponsorship success is not limited to shirts and boots, with Japanese electronics giant and FIFA official partner Sony hailing "a real success."
"Not only because of the brand's presence as an official partner, but also because for the first time we could show 3-D pictures" around the world, said a spokesman in Tokyo.
"That has had a bigger than expected impact on sales of 3-D televisions," the unnamed spokesman said, declining to provide a figure.
"For Sony, such an event is also beneficial for our music and video game activities."
Little-known Chinese solar panel manufacturers Yingli Solar hailed the competition's ability to strengthen its brand.
Jason Liu, vice-president in charge of marketing, said that "the impact has been very good... the reaction from our clients, people in the industry, from the general public, has been very good."
Other sponsors such as German car parts maker Continental say it's too early to assess the impact of involvement with the competition, which can cost tens of millions of euros.
The World Cup is "a very interesting communication platform for us" said a Continental spokesman, adding that "we'll also be on board for the next competition in Brazil."
|3||J. Heitinga||57' 109'|
|5||G. van Bronckhorst||54'|
|2||G. van der Wiel||111'|
|6||M. van Bommel||22'|
|8||N. de Jong||28'|
|9||R. van Persie||15'|
|Coach: B. van Marwijk|
for D. Kuijt 71'
for N. de Jong 99'
for G. van Bronckhorst 105'
|Lens completes Fenerbahce move|
|Pescara awarded points after Sassuolo field ineligible player|
|Lyon calm Lacazette injury fears|
|Bamford joins Burnley on loan|
|Van Basten to leave Netherlands´ backroom staff for FIFA role|
|Ventura perfect for Italy - Verratti|
|Martial needs to be more consistent - Deschamps|
|Verratti not happy at PSG - Ventura|
|Ventura: I´ll probably manage Chelsea when Conte leaves|
|Bartomeu: Barca discussing new contract with Messi|
|Bauza: No doubts over Messi motivation|
|Schmeichel targets quick return after surgery|
|Giovinco to help aid earthquake victims in Italy|
|Ancelotti backs Madrid for LaLiga and Ronaldo to be top goalscorer|
|Gomes: Portugal can deal with Ronaldo absence|
|Sterling reveals Guardiola impact|
|Fiorentina deny approach for Chelsea target Alonso|
|Allardyce confirms Rooney retains England captaincy|
|Hart to join Torino – agent|
|Sanches withdrawn from Portugal squad|
|Sporting CP issue Adrien Silva clarification amid Leicester links|
|Watford confirm Okaka signing|
|Manchester City outcast Zuculini seals Rayo Vallecano loan switch|
|Dembele offers something different - Deschamps|
|Sunderland would just love to get rid of me - Lens|
|No Casillas in Spain squad represents a ´new era´, says Ramos|
|Zenit defender Criscito could return to Italy, claims agent|
|Barcelona reveal Messi hamstring injury|
|Modric named new Croatia captain|
|Napoli announce Rog signing|
|De Boer is building something at Inter - Morratti|
|Keane eyes coaching career after international retirement|
|Bravo left out of Chile squad for family reasons|
|West Brom announce Chadli signing|
|Former Dodgers owner set for Marseille purchase|
|Ferdinand: I reached out to Wenger|
|Holgate has big quality for a young player - Koeman|
|Manchester United want to keep Rojo, says agent|
|Low not concerned by captaincy as Germany bid farewell to greats|
|Aguero pulls out of Argentina squad|
|Howedes: Germany must prove themselves all over again|
|Ventura close to tears on first day of Italy training|
|Torino interested in City outcast Hart|
|Adrien Silva hoping to seal ´exceptional´ Leicester switch|
|Boufal joins Southampton from Lille for club-record fee|
|Villa outcast Lescott joins AEK Athens|
|Milner: I´m learning left-back role as fast as I can|
|Allardyce ready for Hart transfer disruption|
|´Door always open´ for Barkley - Allardyce|
|Xhaka like Petit, claims Wenger|
|Coric: I was a medical away from joining Liverpool|
|Pasalic keen to put injury troubles behind him at Milan|
|Guardiola delighted with Sterling form|
|Rooney should retire from England duty - Shearer|
|Hazard can ´decide´ the title - Ivanovic|
|Allardyce hails ´outstanding´ Antonio|
|Belgium can make history - Henry|
|Nice president: Call Balotelli and tell him we need a striker|
|Modric would like to see out career in Madrid|
|Geromel replaces Caio in Brazil squad|
|Mustafi: Ozil convinced me to join Arsenal|
|Pardew confirms ´one or two´ more signings|
|MLS Review: Kaka brace denies NYC top spot, Timbers beat Sounders|
|Mihajlovic: I won´t waste anymore breath on Maksimovic|
|Okon named Central Coast Mariners coach|
|´Special´ Rashford will get chance - Rooney|
|Injury forces Schurrle out of Germany squad|
|Burke snubs Premier League interest to join RB Leipzig|
|Guardiola: Nasri has a future at City, if he wants it|
|Klopp confident ´all will be good´ with Sturridge|
|Emery confident PSG will bounce back|
|Athletic may strengthen squad - Valverde|
|Fabregas dismisses exit rumours, committed to Conte and Chelsea|
|De Boer encouraged as Inter´s wait continues|
|Barca ´strengthened´ by Luis Enrique´s 100th win|
|Fekir to undergo knee operation|
|Monaco 3 Paris Saint-Germain 1: Ligue 1 champions suffer early loss|
|Aguero facing possible Manchester derby ban|
|Athletic Bilbao 0 Barcelona 1: Rakitic strike extends Barca´s strong start|
|West Ham´s Antonio handed first England call-up|
|Guardiola ´so optimistic´ after Man City´s perfect start|
|Inter 1 Palermo 1: Icardi gets De Boer´s men off the mark|
|Credit Guardiola for boost in form, says Sterling|
|Manchester City 3 West Ham 1: Hosts stay perfect under Guardiola|
|Cavani won´t return to Napoli - De Laurentiis|
|Pulis puts 48-hour deadline on Berahino future|
|Zaza awaits ´new adventure´ at West Ham|
|Karanka open to transfer ´surprises´ after strong Middlesbrough start|
|Dost completes Sporting move|
|Allardyce wanted N´Zonzi for England|
|World Cup could be expanded - Infantino|
|West Brom 0 Middlesbrough 0: Booed Berahino benched for dour draw|
|Gyan´s ´destiny´ in England, Sunderland return an option|
|Zidane wanted Pogba and Madrid are weaker without him - Raiola|
|Juventus end Matuidi pursuit|
|´He´s freaking amazing!´ - Balogun hails Dortmund´s Dembele|
|Thohir thrilled as Inter confirm Joao Mario signing|
|Fabinho expects Monaco stay despite Manchester United links|
|Infantino has Blatter wine cellar removed as part of FIFA reform commitment|
|West Ham seal Zaza loan|
|Joao Mario posts heartfelt thanks to Sporting after record-breaking Inter move|
|Aguero: I´m not competing with Ibrahimovic|
|Mihajlovic: Maksimovic is dead to me|
|Risdon replaces Wright for Socceroos|
|MLS Review: DC United in goal-fest, Impact stun Toronto|
|Schmeichel to undergo surgery|
|Milik revels in ´dream´ brace as he ignores Higuain shadow|
|Rossi to join Celta Vigo|
|Ayestaran: Barcelona target Alcacer unable to compete|
|Simeone: Winless Atletico must remain calm|
|Griezmann: Atletico must improve or face relegation fight|
|Sterling ´feels the love´ at City - Guardiola|
|Stones glad he did not end up at Chelsea|
|James impact earns Zidane´s praise|
|Montella bemoans AC Milan´s indiscipline|
|Leganes 0 Atletico Madrid 0: Returning Griezmann fails to inspire turgid visitors|