Nov 21, 2013, 6:09 PM EDT
When World Cup hype reaches its peak in Ma and June of next year, it will difficult to remember more than one company makes soccer balls. Or boots. Or kits and other equipment. Once World Cup 2014 kicks off it will be all stripes, no swooshes, just as it’s been for every tournament since 1970. Since Mexico 1970, adidas has become inextricably linked with soccer’s main event. To see another name on the ball would be like seeing Michael Jordan lacing up a pair of Reeboks.
So it’s little surprise that today, at a ceremony in Moscow, FIFA and adidas announced their partnership has been extended until at least 2030, a duration during which the apparel company will be the continue to develop the official match ball and hold licensing rights to ‘FIFA World Cup’.
Or, in corporate speak, per adidas’s Thursday release:
FIFA and adidas have been partners since 1970 … 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 … 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.
For many fans, this news will get a decided “meh.” For others, the apparel and fashion surrounding the game is an essential part of their soccer lives. What’s going on with the new boots? Who’s developing which team’s kits? How many panels will the next ball have? FIFA’s choice of partners is a big (if rarely discussed) part of that world.
FIFA’s continuing relationship with adidas is major news mostly because of the alternate possibilities. Had FIFA signed a deal with, say, Nike, it would have marked a huge shift in sports marketing, let alone soccer branding. With the FIFA-adidas partnership set to last five more World Cups, it’s almost impossible to imagine another name have such prominence at soccer’s main event.
With today’s announcement, adidas’s rights will extend into a 60th year, a sustained relationship the Germany-based company touted in announcing today’s extension.
“Over the last 40 years, adidas and FIFA have worked closely together to develop football worldwide,” adidas CEO Herbert Hainer noted. “Therefore, it was a natural step for us to extend one of the most successful partnerships in the history of sports marketing. We are happy and proud that our close relationship with FIFA will continue.”
Understandably so. It would be a major low to adidas, a company built on its soccer presence, to lose the rights to the World Cup. Thankfully, FIFA seems in no hurry to make that chance. The two will be together for another 16 years. If not more.
Mar 29, 2015, 11:27 PM EDT
Are Saints about to lose another young star to one of the Premier League’s “big five?” We’ll find out this summer.
Mar 29, 2015, 10:52 PM EDT
Kane will join England’s U-21 squad for this summer’s European Championship.
Mar 29, 2015, 9:18 PM EDT
No fun for 70 minutes, and then the final 20 happened. TFC’s criminally disallowed goal was the only difference in this one.
Mar 29, 2015, 8:48 PM EDT
There’s a real reason, other than “easy schedule,” for England’s improved performances since the World Cup.
Mar 29, 2015, 6:55 PM EDT
Harry Shipp. Harry Shipp. Harry Shipp.
Mar 29, 2015, 5:58 PM EDT
Sterling isn’t interested in negotiating a new deal until the summer — even if it’s for $270,000/week — and a few reassurances are made.
Mar 29, 2015, 4:45 PM EDT
Who’s on top of Groups D, F and I at the halfway point?
Mar 29, 2015, 2:55 PM EDT
Luis Suarez was candid as ever after Gerrard’s charity match, and he opened up the possibility of a Premier League return down the road.
Mar 29, 2015, 12:05 PM EDT
Thierry Henry showed off his sparkling passing skills at Steven Gerrard’s testimonial.
Mar 29, 2015, 10:43 AM EDT
The United States loses one of their goalscorers from Friday’s friendly, but now it’s a youngster’s turn to make a statement.
Mar 29, 2015, 10:14 AM EDT
A whopping turnaround, led by owner Katharina Liebherr, has taken place at St. Mary’s and the financial evidence is there.
Mar 29, 2015, 9:40 AM EDT
If Adnan Januzaj wants to make a return to the Belgium squad, he must focus on earning playing time at his club first.
Mar 29, 2015, 8:13 AM EDT
An agreement has reportedly been reached between the current American owner and a domestic ownership group.
Mar 29, 2015, 7:34 AM EDT
Gareth Bale knows what people are saying about his recent play at Real Madrid, but he’s not listening.
Mar 28, 2015, 11:30 PM EDT
Catch up on all the action from Week 4 of the MLS season.
Mar 28, 2015, 10:41 PM EDT
A disappointing result for FCD, given Seattle’s lack of Dempsey and Martins, but a great one considering their early red card.
Mar 28, 2015, 10:06 PM EDT
Three more points for Vancouver, who win it late on Robert Earnshaw’s Whitecaps debut. He scores for everyone.
Mar 28, 2015, 9:15 PM EDT
It was the late, late, late show at RFK Stadium, and despite being thoroughly outplayed, D.C. United go home with three points.
Mar 28, 2015, 9:04 PM EDT
Sporting KC get their first victory of the season, while NYCFC suffer their first defeat of the year — and history.
- MLS Snapshot: Real Salt Lake 2-1 Toronto FC 2
- EURO 2016 qualifying roundup: Germany back on track; Portugal beat Serbia, go top 0
- Report: Aston Villa owner Randy Lerner set to sell team to UK group 0
- MLS roundup: Whitecaps, D.C. United win late ones; FCD, Sounders in disappointing draw 1
- MLS Snapshot: FC Dallas 0-0 Seattle Sounders 0
- MLS Snapshot: Vancouver Whitecaps 2-1 Portland Timbers 2