SBD/Issue 241/Sponsorships, Advertising & Marketing

Adidas Renews Contract With MLS, Signs Deal For More Than $200M

Adidas, MLS Deal Will Go Through 2018
Season With Annual Value Of $25M

adidas and MLS today announced that the apparel company has agreed to new terms in a contract “that will see it remain the official athletic sponsor and licensed product supplier to MLS through 2018,” according to Tripp Mickle of SPORTSBUSINESS JOURNAL. Sources valued the deal at more than $200M, making it one of adidas’ “largest investments in the sport worldwide.” The new deal is worth $25M annually and “represents a 66 percent increase per year from Adidas’ 10-year, $150 million agreement signed in 2004.” In addition to “maintaining its position as the official supplier to all MLS clubs and youth academies, Adidas will continue to provide the league’s official ball and remain the only athletic brand with advertising rights for all MLS games.” The company also plans to “increase its marketing support of MLS teams and broadcast partners, and make a mutual commitment with the league to player development.” adidas execs met with MLS Commissioner Don Garber and SUM Exec VP Kathy Carter two weeks ago in a “renegotiation session that resulted in a new deal.” Mickle notes the “results from the first six years of the adidas-MLS partnership supported the company’s decision to extend it.” MLS merchandise sales since '05 “reportedly have increased more than” 600% annually to $300M (SPORTSBUSINESS JOURNAL, 8/30 issue).

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