The three-year marketing and media deal between the Pac-12 and Adidas is the first of its kind at the conference level for the shoe and apparel company.
Only one other conference among the power five lists a shoe and apparel partner as a corporate sponsor, and that’s Nike with the Big Ten, which receives product for staff and volunteers at championship events.
The ACC has an agreement with Under Armour to be its primary supplier of gear, but Under Armour is not listed as a corporate sponsor for the conference. The Big 12 has a similar arrangement for Nike to be its supplier.
The SEC does not list any shoe or apparel partnerships.
Adidas has multiple school deals as well, including shoe and apparel agreements with UCLA and Arizona State in the Pac-12.
The agreement with the conference, announced last week, gives Adidas rights at all Pac-12 championship events and the Pac-12 Networks. The Pac-12 reportedly also talked to Nike and Under Armour about the sponsorship.
Adidas, which will become presenting sponsor of “Pac-12 Sports Report” on the conference network, also will be integrated into some of Pac-12 Networks’ live programming, with on-air talent and production staff wearing the brand. Pac-12 staff and volunteers will be outfitted in Adidas at championship events as well.
The Pac-12 Networks’ sales team handled the deal. The category was not previously filled.
“This new partnership continues to highlight our commitment to U.S. college sports and our focus on aligning with championship-level schools, teams and student athletes,” said Chris McGuire, senior director of sports marketing, Adidas America.
