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Marketing and Sponsorship

Adidas Ends Deal With Romanian Football Federation After 45 Years

Adidas "has decided to end its deal with the Romanian football national team," according to SPONSORs. The German sportswear company, which has been a partner of Romanian team for 45 years, will end its partnership with the Romanian football federation (FRF) this summer. The decision to end its deal with the FRF is part of adidas' new sponsorship strategy to focus on only a few high level deals. Spanish company Joma will become the new kit supplier of the Romanian team. Joma signed a four-year deal with the FRF for a reported €5.4M ($5.9M) (SPONSORs, 5/28).

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