FIFA and adidas formally announced an extension of their long-term partnership agreement granting adidas the Official Partnership, Suppliership and Licensing rights for the FIFA World Cup in 2010 and 2014. The contract was reached with FIFA in Zurich, Switzerland. The terms of the deal were not disclosed.
FIFA and adidas have been partners since 1970, making their partnership one of the longest and most successful in modern sports marketing history. This long-term strategic commitment to the FIFA World Cup ensures extensive adidas presence at the world’s most watched sports event in 2010 and 2014. The contract offers adidas extensive licensing and event rights around the FIFA World Cup, including joint marketing programmes, innovative Internet co-operations, priority access to TV advertising and premium stadium signage for all games of the tournament. adidas will also supply the official match ball of the FIFA World Cup and match officials equipment for every game. In addition, an extensive adidas/FIFA World Cup license product range will be on sale worldwide. adidas also secured similar rights to all other major FIFA tournaments during this time period, including the FIFA Women’s World Cup and the FIFA World Youth Championship.
“In football you say: Never change a winning team. Over the last 35 years adidas and FIFA have proven to be a winning team. We share a history and we share a passion: the passion for football. Therefore, we are very proud and happy to extend this unique partnership until 2014,” said Herbert Hainer, CEO of adidas-Salomon AG. “adidas and FIFA will continue to work closely together on a wide variety of projects, from development programs around the world to the support of women’s football, grassroot events, the FIFA goal project and the FIFA World Cup. Our relationship with FIFA will help us to cement and extend our position as the leading football brand world-wide.”
Joseph S. Blatter, President of FIFA, commented: “Over time, the business partnership between adidas and FIFA has blossomed into a true friendship. Football and adidas have become one. FIFA is very happy to further extend and deepen this relationship after having gone through an open and extensive tender.”
In 2004 adidas was an Official Supplier to the UEFA Champions League, UEFA EURO 2004, the AFC Asian Cup and the Athens Olympic Games. In addition, adidas has partnerships with football federations such as Germany, the host of the 2006 FIFA World Cup, South Africa, the host of the 2010 FIFA World Cup, European Champions Greece, Asian Champions Japan, Olympic Champions Argentina, China, Denmark, France, Nigeria and Spain. Prominent clubs, such as FC Bayern Munich, Real Madrid, AC Milan and FC River Plate, also endorse adidas products. Additionally, individual players like David Beckham, Kaká, Zinédine Zidane, Raúl González and Michael Ballack represent their respective clubs wearing state-of-the-art adidas football equipment.
