adidas annonced it has become the official sportswear sponsor of the
2012 Olympics in London. adidas will be the exclusive supplier of
branded and unbranded sports
merchandise to all London 2012 venues and stores and they will also
provide apparel for the approximately 70,000 volunteers needed to
man the Games and
will provide them with the same level of care as athletes
adidas said the partnership with London 2012 will be the biggest single
investment adidas has ever put into a UK sporting event. The
sponsorship had been announced earlier in the week, although adidas
never confirmed it.
Herbert Hainer, CEO and Chairman of the adidas Group said: “This is a
fantastic opportunity for adidas and we are excited to become a Tier
One partner of the London 2012 Olympic Games and Paralympic Games. Our
heritage and technologies have been inseparable from the history of
both the Olympic and the Paralympic Games. So we are proud to be
playing a major role in what promises to be one of the best sporting
events the world has ever seen. Our deep involvement in the Games will
help us to become the leading sports brand in the UK, the largest
sportswear market in Europe.”
On the new partnership, LOCOG chairman Lord Sebastian Coe said,
“In adidas we have a partner that not only understands the audience but
also understands sport. The long adidas association with the Olympic
Games makes them the perfect fit for the sportswear category. No other
sportswear brand can claim to be actively involved in 25 of the 26
Olympic sports that will be on show at London 2012. adidas has the
ability to communicate and engage with all audiences young and old
which will ensure that, together, we can inspire and excite everyone
over the next five years and beyond.”
