Trends & Features

adidas and FIFA extend partnership

The agreement means that as well as licensing and event rights around the FIFA World Cup, adidas will continue to supply the tournament’s match ball.

The brand has also secured similar rights to all other FIFA tournaments, including the FIFA Women’s World Cup and the FIFA Under-20 World Cup.

In addition, it will be involved in a variety of development programmes and grassroots events around the world, such as FIFA Goal and the FIFA Football for Hope adidas Exchange Programme.

“Over the last 40 years adidas and FIFA have worked closely together to develop football worldwide,” Herbert Hainer, CEO of the adidas Group (pictured), says.

“Therefore, it was a natural step for us to extend one of the most successful partnerships in the history of sports marketing.

“We are happy and proud our close relationship with FIFA will continue.

“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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