Puma reports strong jersey sales for Austria during World Cup

The boost in demand was echoed by Austrian sporting-goods retailers. Markus Hupach, chief executive of Hervis, said the World Cup had driven a "noticeable increase in revenue" when combined with fan merchandise, footballs and jerseys of other national teams. He added that demand had held up even after Austria's elimination from the tournament, noting that major sporting events deliver "positive impulses for football as a whole beyond the official fan merchandise."

Intersport chief Franz Koll said his company was "very satisfied with the development of jersey sales" and that expectations had even been surpassed. He reported that revenue in the segment of national-team jerseys, fan textiles and fan articles had roughly tenfold compared with a normal sales period, describing the run-up to and around the tournament as a "real boom".

Hervis said it had sold Austrian national-team jerseys in the "clearly five-digit range" around the World Cup. The chain, which is currently being repositioned under new ownership and plans to close roughly a fifth of its stores by the end of 2026, framed the tournament as more than a one-off revenue driver. "Major events such as a World Championship are far more than just a revenue driver; they bring people to sport and attract many new customers into Hervis stores," the company said.

Broader market gains across the three brands

The wider picture mirrors the Austrian experience. Adidas, Nike and Puma have all registered higher revenue linked to the tournament, which is being held across the United States, Canada and Mexico and is the first World Cup to feature 48 teams, up from 32 in every edition from 1998 through 2022. Adidas equipped fourteen nations including Argentina, Nike outfitted twelve including France, and Puma kitted out eleven.

Analysts at Germany's DZ Bank had forecast before kick-off that Nike would sell more than 12 million jerseys around the World Cup, generating revenue of more than 1.5 billion euros. The bank also expected Adidas to move more than 8 million jerseys, while Puma was tipped to sell more than one million jerseys and record a World Cup-related revenue effect of around 100 million euros. Adidas itself said it expected more than one billion euros in direct tournament revenue and reported it had sold around three million Germany jerseys, matching its figure from the 2022 tournament in Qatar.

Puma's partnership with Austrian football

Puma's relationship with the Austrian Football Association (ÖFB) is anchored by a recently presented home jersey, which is being worn at the World Cup. The federation has been one of the German brand's flagship national-team partners in Europe, alongside other European sides, and the tournament represents the most visible test yet of that arrangement.

Outlook after Austria's elimination

For the Austrian retail sector, the tournament's commercial spillover has been particularly welcome. Both Hervis and Intersport used their statements to underline that the World Cup effect extends beyond balance-sheet gains, framing the event as a tool for attracting new long-term customers and reinforcing interest in football at the grassroots level.

Retailers and manufacturers now face the question of how much of the World Cup-driven demand will persist after the tournament ends. With Austria already eliminated and the final rounds still to play, the coming weeks will show whether the merchandise boom fades quickly or feeds into more sustained sales of club and national-team gear.