FIFA World Cup – Adidas extends sponsorship until 2030 : worldleaks
Under a deal covering the four tournaments from 2018, Adidas will offers the match balls and the uniforms of volunteers who help fans find their +way around. It will also sell licensed World Cup products and have its name on advertising at venues.
“Adidas is an integral part of the FIFA World Cup story, quite literally featuring at the heart of the action at every tournament since the 1970 World Cup,” FIFA Marketing Director Thierry Weil said in a statement on Thursday.
The last contract extension with FIFA was announced in 2005, covering the 2010 World Cup and next year’s tournament in Brazil. That deal was estimated to be worth $350 million. Adidas refused to give financial details of the latest extension.
Adidas and Nike are almost neck and neck in the market for soccer kit – replica shirts, balls and boots – calculated to be worth around 5 billion euros ($6.7 billion) annually.
While Adidas was encouraged by last year’s Olympics and European soccer championships, it has struggled to maintain momentum in 2013, losing ground in the European market for sports apparel to the larger Nike and warning of smaller than expected growth in profits.
But all eyes are already on Brazil. Adidas has forecast record soccer sales of more than 2 billion euros in 2014, a jump from the 1.5 billion it raked in for the last World Cup year.
It has already kicked off its World Cup soccer campaign, launching new lines of boots and the jerseys for teams like Germany, Spain and Argentina in time for them to make their way into the Christmas stockings of fans.
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