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SBD Global/November 22, 2013/Marketing and Sponsorship
FIFA, Adidas Extend Longstanding World Cup Sponsorship Through 2030
Published November 23, 2013
MONEY MAKER: In N.Y., Nicky Redl reported the group posted lower third-quarter earnings and is expecting the 2014 World Cup to "boost sales" of football-related products. Adidas CEO Herbert Hainer said earlier this month, "Momentum will clearly return to our business in the fourth quarter and beyond" (WALL STREET JOURNAL, 11/21). BLOOMBERG's Tariq Panja reported the World Cup "is responsible" for more than 90% of FIFA’s income, which last year topped $1.1B, including about $350M from World Cup-related sponsorship. The contract extension comes six months after FIFA President Sepp Blatter said his organization had “emerged from troubled waters” following a reform program it was forced to embark on. Corruption allegations against several high-ranking FIFA officials "led to calls for change from stakeholders including sponsors" such as adidas. Hainer said, "It was a natural step for us to extend one of the most successful partnerships in the history of sports marketing" (BLOOMBERG, 11/21).