MLS, adidas Sign $700M Deal To Extend, Enhance Partnership Through 2024
Wednesday, August 2, 2017 at 04:47PM
NYSportsJournalism.com in MLS, Soccer, adidas, soccer, sports marketing

By Barry Janoff

August 2, 2017: Calling it the company’s "largest-ever investment in North American soccer," adidas has signed a six-year extension to its current deal with Major League Soccer.

The alliance, which dates back to the league’s inception in 1996, now runs through 2024.

Financial terms were not shared. Industry analysts put the value of the extension at $700 million.

The extension, unveiled in Chicago today prior to the MLS All-Star Game, expands on adidas’ role as the official supplier for the league, its clubs, MLS youth academies and youth affiliated clubs.

Adidas said it would "outfit every MLS team and their affiliates with uniforms, footwear, training gear and sideline apparel and will also provide the league’s official match ball."

"Major League Soccer has built a legacy with adidas that has been essential in the rise of our league," MLS commissioner Don Garber said in Chicago. "Adidas has been a major collaborator with us since the inception of MLS, and we are proud that our partnership with this globally-respected brand will continue to enhance the growth of the game in North America for many more years."

The extension with MLS comes as Nike is taking over from adidas as the official on-court supplier for the NBA.

Adidas this coming season takes over from its Reebok division as the official on-ice uniform partner with the NHL.

In addition, adidas is an official partner with FIFA and the World Cup.

The MLS boost from adidas comes as first-year MLS partner Target is ramping up its investment and time in the league and soccer, including $14 million to promote and develop youth soccer in the U.S. Target is the presenting sponsor for the 2017 MLS All-Star Game.

The new adidas -MLS agreement “emphasizes additional investment in youth development, and will see MLS create a socially-powered and localized content experience with adidas.”

Labeled the “Creator’s Network,” the content approach will allow for “in-depth storytelling through local and national content from MLS supporters and influencers.”

"We will work with adidas on innovative concepts to showcase the sport and our elite athletes, and we will intensify our mission to develop top North American soccer players for generations to come," said Garber.

Following their initial union in 1996, MLS and adidas unveiled an exclusive league-wide partnership that made adidas the official outfitter of every MLS team in 2004, extending and amplifying that deal in 2010.

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