Global football watchdog FIFA and sports gear major Adidas have formally announced an extension of their long-term partnership agreement granting Adidas the official partnership, suppliership and licensing rights for the FIFA World Cup 2010 and 2014. FIFA and Adidas have been partners since 1970, making their partnership one of the longest and most successful tie-ups in modern sports marketing history.
This long-term strategic commitment to the FIFA World Cup ensures extensive Adidas presence at the world’s most-watched sporting event in 2010 and 2014. The contract offers Adidas extensive licensing and event rights around the FIFA World Cup, including joint marketing programmes, innovative 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.
Herbert Hainer, CEO, Adidas-Salomon AG, said, “In football you say: Never change a winning team. Over the last 35 years Adidas and FIFA have proven to be a winning team. We share a history and we share a passion: the passion for football. Therefore, we are very proud and happy to extend this unique partnership until 2014.”
“Adidas and FIFA will continue to work closely together on a wide variety of projects – from development programmes around the world to the support to women's football, grass-root events, the FIFA Goal project and the FIFA World Cup. Our relationship with FIFA will help us to cement and extend our position as the leading football brand world-wide,” he added.
Joseph S Blatter, President of FIFA, said, “Over time, the business partnership between Adidas and FIFA has blossomed into a true friendship. Football and Adidas have become one. FIFA is very happy to further extend and deepen this relationship after having gone through an open and extensive tender.”
Meanwhile in India, Adidas India Marketing Pvt Ltd has launched the third generation of its Barricade series of tennis shoes – Barricade III. The product will be available in all Adidas exclusive stores in India and is priced at Rs 6,499.
Features like durability, cushioning, support and grip enhances Adidas’ Barricade III to be a perfect pair of shoes for a hard-court player. On the new product, Andreas Gellner, MD, Adidas India, said, “Barricade III provides exceptional stability because of its unique glove-like fit and its optimal blend of durability, cushioning, support and grip. At Adidas, it is our vision to continually provide Indian tennis players with products that help them push themselves to the limit, the launch of Barricade III is a step in that direction.”