SBD/June 7, 2013/Marketing and Sponsorship

Chalk It Up: Kansas Re-Ups With Adidas In Six-Year Apparel, Footwear Extension

KU's deal is one of the richest in adidas' large portfolio of collegiate clients
The Univ. of Kansas and adidas have signed a six-year extension of their footwear and apparel deal that will last through '19 and be worth at least $26M. adidas initially signed an eight-year deal with KU in '05 (KU). In K.C., Rustin Dodd reports the deal is "one of the richest in adidas' large portfolio of collegiate clients." KU officials indicated two points were key in staying with adidas: KU has been "more than satisfied" with their relationship with the company, and adidas was "aggressive making sure that stayed the case as the end of the contact neared." KU will receive $10M in cash and "slightly more than" $16M in products over the next six years, an increase of about $1M annually over the old contract. That deal paid out $12M in cash and more than $13M in products. KU officials said that they were impressed with the care adidas "has shown while servicing the Jayhawks' non-revenue sports." That was an "important part of the original deal" (K.C. STAR, 6/7). The "most visible aspect of KU's partnership with adidas involves the alternate uniforms unveiled for selected games" (TOPEKA CAPITAL-JOURNAL, 6/7). adidas has apparel rights at a number of high profile schools, including UCLA, Nebraska, Michigan, N.C. State, Louisville, Texas A&M and Wisconsin. In March, Nebraska signed a five-year extension worth $15.53M, with $8.03M in cash and $7.5M in apparel and equipment (THE DAILY).

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