As a child, Herbert Hainer supported 1860 Munich, the team his brother played in as a professional for 10 years and bitter rivals of Bayern Munich, Germany’s biggest football club.

But Mr Hainer, chief executive of Adidas, has since switched allegiance to Bayern, the club in which Adidas has a 10 per cent stake and where Mr Hainer is also the deputy chairman. “I support Bayern now because I am so often there and they are so important for Adidas in terms of the brand and marketing,” he says.