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SBD Global/February 24, 2014/Marketing and Sponsorship

Adidas To Supply UEFA With Match Balls For Qualifiers For Euro 2016, 2018 World Cup

UEFA and adidas on Friday announced an expansion of their partnership to include the Euro Qualifers from '14-17. With this announcement, adidas -- already an offficial Euro 2016 partner -- now acquires the rights to be the official match ball supplier of Euro Qualifiers for the next three years. The rights relate to qualifying play for the Euro 2016 and 2018 World Cup (UEFA). SOCCEREX reported the deal was "brokered by CAA Eleven, the bespoke company created by the Creative Artists Agency" to market UEFA's centralized rights for qualifying matches. National associations had "previously been responsible for their commercial and broadcast rights, including the supply of match balls" (SOCCEREX, 2/22).
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