FIFA and adidas formally announced an extension of their long-term partnership agreement granting adidas the Official Partner, Supplier and Licensee rights for the FIFA World Cup™ and all FIFA events until 2030. The announcement was made during a ceremony in Moscow/Russia – host of the 2018 FIFA World Cup – by Thierry Weil, FIFA Marketing Director, and Herbert Hainer, adidas Group CEO.
FIFA and adidas have been partners since 1970. This
strategic commitment to the FIFA World Cup ensures extensive adidas
presence at the world's most watched sports event until 2030. The
contract offers adidas broad licensing and event rights around the FIFA
World Cup. adidas will continue to supply the Official Match Ball of the
FIFA World Cup and provide unique uniforms for thousands of volunteers.
In addition, a wide range of adidas/FIFA World Cup licensed products
will be on sale worldwide. adidas also secured similar rights to all
other FIFA tournaments during this time period, including the FIFA
Women's World Cup and the FIFA U-20 World Cup.
component of the partnership includes the close collaboration on a wide
variety of development programmes and grassroots events around the
world, such as FIFA Goal and the FIFA Football for Hope adidas Exchange
Programme. Through FIFA Goal, adidas and FIFA have made more than
150,000 FIFA Goal balls available to football federations since 2008,
striving to develop football in their countries. Both partners will
continue to provide FIFA Goal balls for this programme as part of the
extended partnership. At the same time, adidas will continue to support
FIFA in its Football for Hope adidas Exchange Programme by organising
workshops and coaching seminars specifically targeted to the needs of
selected community-based organisations. Both programmes are key
initiatives within FIFA’s social responsibility strategy, which aims to
promote the use of football as a tool for social development.
the last 40 years, adidas and FIFA have worked closely together to
develop football worldwide. Therefore, it was a natural step for us to
extend one of the most successful partnerships in the history of sports
marketing,” said Herbert Hainer, CEO of the adidas Group. “We are happy
and proud that our close relationship with FIFA will continue. This
unique partnership and our extensive presence at all FIFA World Cups
will help us to expand adidas’ position as the leading football brand
“Without the support of long-term partners such as
adidas, it would simply not be possible for FIFA to host global
spectacles such as the FIFA World Cup and to continue our work to
develop football worldwide,” said FIFA Marketing Director Thierry Weil.
“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
FIFA World Cup. We are delighted that this long-term strategic
partnership will continue until at least 2030 and we are looking forward
to writing new chapters of football history together.”
About adidas Football
is the global leader in football. It is the Official Partner of the
most important football tournaments in the world, such as the FIFA World
Cup, the FIFA Confederations Cup, the UEFA Champions League, the UEFA
Europa League and the UEFA European Championships. adidas also sponsors
some of the world’s top clubs, including Real Madrid, FC Bayern Munich,
AC Milan, Flamengo, PFK ZSKA Moscow and Chelsea FC. Some of the world’s
best players also on the adidas roster are Leo Messi, Gareth Bale, Mesut
Özil, Dani Alves, Oscar, Xavi, Karim Benzema, Alexandr Kerzhakov, Denis
Glushakov and Bastian Schweinsteiger.
About the adidas Group
adidas Group is a global leader in the sporting goods industry,
offering a broad portfolio of footwear, apparel and hardware for sport
and lifestyle around the core brands adidas, Reebok, TaylorMade,
Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach,
Germany, the Group employs more than 46,000 people across the globe and
generated sales of € 14.9 billion in 2012.
By press release
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