North America’s Major League Soccer has signed a lucrative extension to its partnership with Adidas.
The German sportswear and equipment company will continue to serve as the official supplier partner for MLS, its clubs, MLS youth academies and youth-affiliated clubs until 2024 after signing a new six-year deal.
MLS said the deal marked Adidas’ largest investment in the sport in North America, but did not disclose financial details. Multiple reports have claimed the deal will be worth $700m (€591m) over the course of six years.
Such a figure would represent a significant increase in value on the league’s previous partnership with Adidas, which, according to the Yahoo Finance website, was worth $200m.
Under the agreement, Adidas will outfit MLS teams and their affiliates with kit, footwear, training gear and sideline apparel, and will also provide the league’s official match ball.
MLS will also create an innovative localised content approach for Adidas as part of the deal. The new Adidas ‘Creator’s Network’ will provide in-depth storytelling through local and national content from league supporters and influencers.
Adidas North America president Mark King said: “Sport is the epicentre of our culture and, in the US and Canada, soccer is the most popular sport for young people to play.
“Our partnership with MLS puts Adidas at the core of sport in North America, allowing us to make a positive difference in an athlete’s game and life. Built from athlete and consumer insight, we are looking to create the future of sport and bring new and different things to the game the world has never seen before.”
MLS commissioner Don Garber added: “Major League Soccer has built a legacy with Adidas that has been essential in the rise of our league. Adidas has been a major collaborator with us since the inception of MLS, and we are proud that our partnership with this globally-respected brand will continue to enhance the growth of the game in North America for many more years. We will work with Adidas on innovative concepts to showcase the sport and our elite athletes, and we will intensify our mission to develop top North American soccer players for generations to come.”
Adidas first supported MLS in 1996 through partnerships with Columbus Crew, Kansas City Wiz and DC United. The company entered into a league-wide partnership with MLS in 2004, a deal that was extended in 2010.