Adidas strikes £2m Olympic deal with Metro

Olympic sponsor is launching what it claims is its biggest ever print campaign after signing a £2m deal with Metro that will see Team GB athletes appear on the covers of the free newspaper throughout the Games.

Metro Adidas

The 17 illustrated cover wraps will feature Olympic medal hopefuls including Bradley Wiggins, Tom Daley, Phillips Idowu from Saturday (28 July). The Metro is becoming a seven-day-a-week newspaper during the Games.

Adidas has created prints of each cover and readers will be able to trade their copy of the Metro for one of the limited edition prints. The tie-up is being supported by a social media competition.

Nick Craggs, UK marketing director at Adidas, says: “As a brand we’ve been involved in the Olympics Games  for over 80 years, but for us, being the sponsor of Team GB and on home soil, that’s something really special – and we wanted something truly standout to mark this.

“A consecutive cover wrap of this scale has never been done before, and demonstrates our commitment to driving stand out as a partner of London 2012.”

It is the latest phase of the sport’s brand’s Olympic campaign “Take the Stage’, which showcases the “best” British talent including David Beckham, rapper Wretch 32 and comedian Keith Lemmon.

The campaign was planned by media agency Carat.

The tie-up comes just days after Nike stepped up its efforts to take on Adidas, which is reported to have spent £100m to be the official sportswear partner of London 2012. Nike’s ‘London’ campaign launched yesterday (26 July) and features amateur athletes taking part in Olympic sports.

Adidas will not sponsor the Olympic Games in Rio 2016, breaking a run of three summer Games where it has been a major sponsor.

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here