Special to NYSportsJournalism.com
November 21, 2013: Adidas, which has been an official partner of FIFA since 1970, has extended the alliance for another 27 years, unveiling a deal that aligns the global sports shoe, apparel and equipment company with the governing body of soccer through 2030.
Financial terms of the deal were not disclosed.
Adidas and FIFA (Fédération Internationale de Football Association) made the joint announcement in Moscow, which will host the 2018 FIFA World Cup. The 2014 FIFA World Cup will be played June-July in Brazil.
The deal enhances and expands adidas' role as the "official partner, supplier and licensee" for the FIFA World Cup and all FIFA events, including the FIFA Women's World Cup and the FIFA U-20 World Cup.
Adidas said it would continue to supply the official match ball of the FIFA World Cup and "provide unique uniforms for thousands of volunteer" in addition to a wide range of adidas-FIFA World Cup licensed products.
Among the players who endorse adidas are Leo Messi, Gareth Bale, Mesut Özil, Dani Alves, Oscar, Xavi, Karim Benzema, Alexandr Kerzhakov, Denis Glushakov and Bastian Schweinsteiger. Adidas also sponsors soccer clubs including Real Madrid, FC Bayern Munich, AC Milan, Flamengo, PFK ZSKA Moscow and Chelsea FC.
The FIFA alliance will also build on development programs and grassroots events worldwide, including the FIFA Goal and the FIFA Football for Hope adidas Exchange Program. Adidas and FIFA said that both program are "key initiatives within FIFA’s social responsibility strategy, which aims to promote the use of football as a tool for social development."
“Without the support of long-term partners such as adidas, it would simply not be possible for FIFA to host global spectacles such as the FIFA World Cup and to continue our work to develop football worldwide,” Thierry Weil, director of marketing for FIFA, said in a statement. “Adidas is an integral part of the FIFA World Cup story, quite literally featuring at the heart of the action at every tournament since the 1970 FIFA World Cup. We are delighted that this long-term strategic partnership will continue until at least 2030 and we are looking forward to writing new chapters of football history together.”
In addition to the FIFA World Cup, adidas is an official partner in soccer events such as the FIFA Confederations Cup, the UEFA Champions League, the UEFA Europa League and the UEFA European Championships.
According to Herbert Hainer, CEO for the adidas Group, "Over the last 40 years, adidas and FIFA have worked closely together to develop football worldwide. Therefore, it was a natural step for us to extend one of the most successful partnerships in the history of sports marketing . . . This unique partnership and our extensive presence at all FIFA World Cups will help us to expand adidas’ position as the leading football brand worldwide.”
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