FIFA, Adidas Extend Sponsorship Deal Through '30, Continuing Longterm Partnership

FIFA and adidas today formally announced an extension of their long-term sponsorship deal that gives the apparel maker official partner, supplier and licensee rights for the World Cup and all FIFA events through '30. adidas also will continue to supply the official match ball of the FIFA World Cup and provide uniforms for event volunteers. The agreement includes similar rights at the Women's World Cup and U-20 World Cup. The two entities have had a partnership since '70 (adidas). In Portland, Allan Brettman notes adidas is "the world's second largest sporting goods brand to number one Nike by a wide margin." However, the two "closely compete for supremacy" in soccer. While Nike "does not have official sponsor status at FIFA world events," the company "makes its presence known through sponsorship of numerous federations that compete in FIFA events, individual players and whatever marketing opportunities that are detected along the way" (OREGONLIVE.com, 11/21).