Following an open tender process, adidas became the first organisation to sign up as a FIFA Partner from 2007 to 2014. It takes on the role of Official Sports Equipment Supplier in the $351million agreement, comprising $215million in cash and value-in-kind services totalling $136million
FIFA and adidas have been partners since 1970, making their partnership one of the longest in modern sports marketing history.
The deal ensures extensive adidas presence at the world’s most watched sports event in 2010 and 2014. The contract offers adidas extensive licensing and event rights around the FIFA World Cup, including joint marketing programmes, Internet co-operations, priority access to TV advertising and premium stadium signage for all games of the tournament.
adidas will also supply the official match ball of the FIFA World Cup and match officials’ equipment for every game. In addition, an adidas/FIFA World Cup license product range will be on sale worldwide.
Similar rights to other major FIFA tournaments over this time period were also secured, including the FIFA Women’s World Cup and the FIFA World Youth Championship.
