Nov 21, 2013, 6:09 PM EST
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.
Jan 28, 2015, 1:10 PM EST
Wenger get’s his man as Arsenal’s new center back has finally arrived.
Jan 28, 2015, 12:28 PM EST
Costa could miss Chelsea’s massive clash against Man City on Saturday. All the details, here.
Jan 28, 2015, 11:47 AM EST
Chelsea’s injury problems are piling up ahead of their huge tilt against City this Saturday.
Jan 28, 2015, 10:36 AM EST
After seeing red, Ronaldo will now miss Real’s next two games after ban for violent conduct.
Jan 28, 2015, 10:10 AM EST
Is Figo the man to take charge of world’s soccer’s governing body?
Jan 28, 2015, 9:25 AM EST
Super Bowl week brings out two NFL players for the latest podcast.
Jan 28, 2015, 9:01 AM EST
Michael Oliver, it’s over to you…
Jan 28, 2015, 7:55 AM EST
Bale tells Spanish radio station that he’s hanging around in the Spanish capital for some time to come.
Jan 27, 2015, 11:01 PM EST
Already it feels like Montreal has a major chance to be the winner in this deal, and that’s before they do anything with the allocation money.
Jan 27, 2015, 10:05 PM EST
It certainly wasn’t the wildest of days for the transfer rumor mill, but Manchester United, Southampton and Crystal Palace all said hello.
Jan 27, 2015, 9:12 PM EST
Surely Brendan Rodgers wouldn’t have been surprised to see Diego Costa’s temper flare up, but it didn’t make him any more understanding.
Jan 27, 2015, 8:32 PM EST
An ESPN FC report regarding Gedion Zelalem’s U.S. eligibility looks alarming, but is it a cause for concern?
Jan 27, 2015, 7:17 PM EST
He’s heinous. He’s prolific. He’s the Luis Suarez of 2015. And he’s making this season worth watching and hating. Unless you’re a Chelsea supporter.
Jan 27, 2015, 6:21 PM EST
Liverpool was the superior team in the first 45 minutes, but couldn’t find the finishing touch.
Jan 27, 2015, 5:17 PM EST
The Blues won 1-0 on the match and 2-1 on aggregate to move on the League Cup final versus Wednesday’s winner of Spurs and Sheffield United.
Jan 27, 2015, 4:12 PM EST
Six of eight knockout round slots are filled for the 2015 Africa Cup of Nations, and a couple well-known names are going home.
Jan 27, 2015, 3:00 PM EST
The Socceroos reached the AFC final for just the second-time in their history.
Jan 27, 2015, 2:20 PM EST
Yedlin flies halfway around the world to link up with USMNT after joining Tottenham in January.
Jan 27, 2015, 1:40 PM EST
Skipper aims to help Brazil win elusive Olympic gold medal on home soil.
Jan 27, 2015, 12:57 PM EST
Spaniard set to miss at least six months after rupturing anterior cruciate ligament.
- English FA charge Chelsea’s Diego Costa with violent conduct after stamp, may miss Man City match 0
- Men in Blazers podcast: Talking FA Cup upsets with guests Spencer Lanning, Josh Scobee 0
- Gareth Bale dismisses Manchester United speculation, happy at Real Madrid 6
- In less than five months, Diego Costa has become Premier League villain No. 1 4
- Chelsea 1-0 Liverpool: Ivanovic ensures Blues trip to Cup final after testy second leg 0
- New York, Montreal complete huge trade; Kljestan free to join Red Bulls 7