FIFA and adidas today formally announced an extension of their long-term partnership agreement granting adidas the Official Partnership, Suppliership and Licensing rights for the FIFA World Cup™ in 2010 and 2014. The contract was reached with FIFA in Zurich, Switzerland. The terms of the deal were not disclosed.
FIFA and adidas have been partners since 1970, making their partnership one of the longest and most successful in modern sports marketing history. This long-term strategic commitment to the FIFA World Cup™ ensures extensive adidas presence at the world’s most watched sports event in 2010 and 2014. The contract offers adidas extensive licensing and event rights around the FIFA World Cup™, including joint marketing programmes, innovative Internet co-operations, priority access to TV advertising and premium stadium signage for all games of the tournament. adidas will also supply the official match ball of the FIFA World Cup™ and match officials’ equipment for every game. In addition, an extensive adidas/FIFA World Cup™ license product range will be on sale worldwide. adidas also secured similar rights to all other major FIFA tournaments during this time period, including the FIFA Women’s World Cup and the FIFA World Youth Championship.