The FIFA world governing body of soccer and Germany’s adidas sportswear company have announced their long-term partnership agreement – granting adidas the Official Partner, Supplier and Licensee rights for the FIFA World Cup and all FIFA events – to be extended through 2030.“One of the longest and most successful partnerships in modern sports marketing history will continue”, says a FIFA press release, with Herbert Hainer, CEO of the adidas Group being quoted as saying:
“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 successfulpartnerships in the history of sports marketing. We are happy and proud that 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.”
FIFA Marketing Director Thierry Weil added:. “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. 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.”
According to the announcement, made during a ceremony in Moscow, the FIFA/adidas partnership “represents far more than an event sponsorship or licensing agreement: adidas contribute significantly to FIFA’s aim to develop football all over the world by supporting initiatives such as FIFA Goal and the FIFA Football for Hope adidas Exchange Programme.
Through FIFA Goal, adidas and FIFA have made more than 150,000 FIFA Goal balls available to football federations striving to develop football in their countries since 2008. Both partners will continue to provide FIFA Goal balls for this programme as part of the extended partnership. At the same time, adidas will continue to support FIFA in its Football for Hope adidas Exchange Programme by organising workshops and coaching seminars specifically targeted to the needs of community-based organisations. Both programmes are key initiatives within FIFA’s social responsibility strategy, which aims to promote the use of football as a tool for social development.”
FIFA and adidas have been partners since 1970. What is called a “strategic commitment to the FIFA World Cup” ensures extensive adidas presence at the world’s most watched sports event until 2030.
The agreement also offers the company broad licensing and marketing rights around the FIFA World Cup. adidas will continue to supply the Official Match Ball of the FIFA World Cup and provide unique uniforms for thousands of volunteers. In addition, a wide range of adidas/FIFA World Cup licensed products will be on sale worldwide. adidas also secured similar rights to all other FIFA tournaments during this time period, including the FIFA Women’s World Cup and the FIFA U-20 World Cup.
This story first appeared in the blog, The Sport Intern. The editor is Karl-Heinz Huba of Lorsch, Germany. He can be reached at ISMG@aol.com. The article is reprinted here with permission of Huba.