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Marketing and Sponsorship

German FA, Adidas Set To Extend Partnership Until '22 For Up To $79M Per Year, Sources Say

The German FA (DFB) will receive up to €70M ($79M) per year from adidas "after it agreed to a new contract with the sportswear company," according to SPORT BILD. DFB sources said that the curent contract, which is set to expire in '18, will be extended until '22. Adidas is expected to pay between €65M-€70M ($73M-$79M) annually over the course of the four-year deal. The extension is set to be officially announced in the coming days, presumably ahead of the Euro 2016 matchup between Germany and Northern Ireland. Adidas currently pays an estimated €25M ($28M) to be the official kit supplier of the German national team (SPORT BILD, 6/17). REUTERS' Joern Poltz reported DFB officials "were not immediately available for comment." The German sportswear company "faced competition from U.S. rival Nike for the contract." A battle between adidas and Nike for dominance of the global football gear market "has driven a steep rise in sponsorship payments to elite clubs" (REUTERS, 6/17).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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