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Marketing and Sponsorship

Adidas Pledges Not To Change Athletes' Deals If They Come Out As LGBT

Adidas added a clause into its contracts with the sportsmen and women it sponsors "spelling out that if they reveal publicly that they are lesbian, gay, bisexual, or transgender, the contract will not be changed or terminated," according to Patrick Strudwick of BUZZFEED. Adidas CFO Robin Stalker revealed the move at the "first British conference dedicated to improving the visibility of LGBT people in sport." The clause reads, "Adidas acknowledges and adheres to the principles of diversity, as this is a central part of the adidas group philosophy. Therefore Adidas warrants that this agreement will neither be terminated nor modified in case the athlete comes out to the public as a member of the LGBT (lesbian, gay, bisexual and transgender) community." Stalker made the announcement "moments before hosting a panel discussion with three sportspeople who have all publicly disclosed their sexual orientation:" rugby player Keegan Hirst, boxer Nicola Adams, and footballer Casey Stoney. It comes two years to the day since adidas announced that Olympic diver Tom Daley "would be the new face of the company's NEO label" (BUZZFEED, 2/12).

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