Adidas extends World Cup sponsorship until 2030

Adidas has dealt a blow to Nike’s ambition to overtake it and become the world’s leading football brand after the German sports group extended its sponsorship of the World Cup until 2030.   

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Adidas hails “one of the most successful partnerships in the history of sports marketing” as FIFA partnership continues.

The deal with FIFA, described by Adidas as “one of the most successful partnerships in the history of sports marketing”, will see the company retain the official partner status it has enjoyed since 1970. The deal allows Adidas to run World Cup-themed ad campaigns as well as sell official merchandise.

Adidas is hoping the 2014 World Cup in Brazil will help revive sales after a period of under performance.  The sportswear maker posted a 7 per cent year-on-year drop in revenue for its latest quarter and signaled earlier this month it will increase marketing spend in the final quarter of 2013 and the first-half of 2014 to exploit interest in the World Cup. 

In contrast, Nike, which trails Adidas in terms of sales and share of football apparel and equipment but is gaining fast, recently posted an 8 per cent increase in revenue for its latest quarter. It is also increasing investment in marketing its football offering to exploit the “energy” around next year’s tournament.        

Adidas chief executive Herbert Hainer says of the deal: “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 successful partnerships 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.”

The value of the deal was not disclosed.   

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