SBD/August 12, 2013/Marketing and Sponsorship

Adidas Inks Multiyear Deal With MMA Promotion Resurrection Fighting Alliance

Adidas' logo will appear on RFA signage, graphics and digital platforms
MMA promotion Resurrection Fighting Alliance has "scored a big sponsorship win" in signing a multiyear endorsement deal with adidas, according to Alan Snel of the LAS VEGAS REVIEW-JOURNAL. RFA, which is an organization of 25 to 30 MMA fighters "aspiring for the big time in combat sports, will debut the famed adidas three stripes logo" at its fight televised by AXS TV in L.A. on Friday. Per the deal, the adidas logo will "appear on the RFA cage, competition mat, on cage fencing and bumpers and on all RFA promotional signage, graphics and digital platforms." All RFA fighters "will don adidas MMA gloves." RFA technically "signed the agreement with Double-D, the adidas Combat Sports licensors for more than a decade." RFA President Ed Soares "declined to discuss the deal’s terms, refusing to even divulge the length of the agreement." An adidas official said that RFA is a "better sponsorship partner than the established powerhouse fight organization UFC because the sports company wants to hook up with a young organization that has athletes on the ground floor of the fight game." Snel notes RFA is "like a Triple-A league or college football feeding young MMA fighters to UFC." Double D and adidas Global Sales & Product Development National Dir Raul Montolfo said that the new MMA adidas gear in the combat sports line "will include shorts and protective items such as shin guards" (LAS VEGAS REVIEW-JOURNAL, 8/12). Double D Managing Dir Christophe Dessalles said that he "expected Adidas Combat Sports to take a role" with UFC, "but also focus on grass-roots efforts" (USA TODAY, 8/12).
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