German sports group Adidas has extended its sponsorship of the World Cup until 2030.
The deal with FIFA will see the company retain the official partner status it has enjoyed since 1970. It enables the brand to run World Cup-themed ad campaigns as well as sell official merchandise.
Adidas is also hoping the 2014 World Cup in Brazil will help revive sales. It signalled earlier this month that it will increase marketing to exploit interest in the World Cup. “Momentum will clearly return to our business in the fourth quarter and beyond,” said Adidas chief executive Herbert Hainer. Rival company Nike, however, is also increasing investment in marketing its football offering to exploit the “energy” around next year’s tournament.
“Over 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 Hainer.
The value of the deal was not disclosed.
The news comes approximately six months after FIFA president Sepp Blatter said his organization had “emerged from troubled waters” following a reform program it was forced to embark upon. Corruption allegations against several FIFA officials led to calls for change from stakeholders including sponsors such as Adidas. Global sponsorship packages for the 2014 World Cup sold out in July 2011, however, when FIFA signed Johnson & Johnson.
Brazil will open the competition on 12 June 12 in Sao Paulo, with the final taking place in Rio de Janeiro on 13 July.
Lucy Fisher, London