Microsoft’s Xbox and sportswear brand Adidas are forming a global alliance for a joint sports promotion, focusing primarily on football.
The partnership will result in the brands running a series of initiatives, including television sponsorship, in-store activity and cross-promotions.
Xbox 360 kiosks will feature in Adidas stores worldwide ahead of the FIFA 2006 World Cup finals. Both Xbox and Adidas will sponsor the forthcoming MTV series MTV Goal – Germany 2006, which follows the progress of ten of the most promising young football talents as they bid to make it into national squads for the World Cup. The show airs next month.
Adidas will install content on Xbox 360 consoles, while Xbox will feature on the Adidas FIFA 2006 World Cup mobile portal. The brands will also support grassroots football.
“The alliance between Adidas and Xbox reflects the fact that sport, lifestyle and video games are inextricably linked,” says Peter Moore, corporate vice-president of worldwide marketing and publishing for Xbox. “Xbox 360 is a place where all three of these elements come together to truly amplify the sporting experience.”
Earlier this year, Adidas extended its long-term partnership agreement with FIFA as a sponsor of the 2010 and 2014 World Cups. The Xbox 360 launches in the UK in December.