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Spain's 1-0 victory over Argentina in the FIFA World Cup final crowned a new champion, but it also highlighted another success story that had been building throughout the tournament. Ferran Torres' decisive goal settled the match at MetLife Stadium, while much of the pre-match focus on Lionel Messi and teenage star Lamine Yamal never quite materialised on the pitch. Spain's disciplined display earned them the title, yet away from the football, one company had already secured its own victory. Long before the final whistle, Adidas was positioned to benefit from whichever side lifted the trophy, turning an unforgettable football tournament into a major commercial triumph.

Adidas cashes in as Spain and Argentina set up dream World Cup final

The final had been billed as a clash between football's present and future. Many expected either Messi to add another defining chapter to his remarkable career or 19-year-old Lamine Yamal to announce himself as the game's new global face with the biggest prize of all. Instead, neither player dominated proceedings. Both were largely kept quiet as Spain relied on Ferran Torres' first-half finish to edge a tense contest and lift the trophy.


Spain's success completed a tournament that drew praise for its football while attracting criticism for its growing commercial focus. Across the United States, Canada and Mexico, packed stadiums, soaring television audiences and record-breaking sponsorship activity underlined how valuable the World Cup has become beyond the action on the field.

Few brands stood to gain more than Adidas.

The German sportswear giant entered the tournament in a commanding position. Along with Nike and Puma, it supplied the majority of the competing nations. As the knockout rounds unfolded, Adidas remained strongly represented, and by the time the final arrived, both Spain and Argentina were wearing its kits. That guaranteed the company would dress the new world champions regardless of the outcome.

The impact stretches well beyond the winning shirt. Both Messi and Yamal are among Adidas' highest-profile athletes, giving the company enormous visibility throughout the tournament and especially during the final.

Its partnership with FIFA also ensured the brand remained front and centre during the championship match. Adidas is one of the tournament's primary sponsors through a deal reportedly worth around $800 million, making its presence impossible to miss throughout the event.

Speaking to Bloomberg, Adidas said they are expecting revenues from the tournament to come in at about $1.3bn. They also revealed that they had sold four times as many shirts leading up to the final and twice as many of their match ball, the Trionda.

The company also disclosed that Mexico led shirt sales among Adidas-sponsored national teams before the final, followed by Argentina and Spain. That order could soon change. Spain's World Cup victory is expected to create fresh demand from supporters eager to celebrate a historic triumph, adding another commercial boost to a tournament that has already exceeded expectations for the company.