Skip to content

FIFA, adidas extend partnership through 2030

Nov 21, 2013, 6:09 PM EDT

Screen Shot 2013-11-21 at 2.45.31 PM

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.

Latest Posts
  1. NWSL Digest: Reign, Flash flying as we move past Week 1

    Apr 17, 2014, 12:24 AM EDT

    vicky_losada

    Week one of the NWSL season sees Seattle atop of the league, but an import from Spain snagged her own headlines for Western New York.

  2. Henry, Sam goals see New York break into the win column

    Apr 16, 2014, 10:22 PM EDT

    Thierry Henry 4

    It took six-and-a-half weeks, but last year’s Supporters’ Shield winners have their first victory of the season.

  3. WATCH: All the goals, highlights from the Premier League’s mid-week matches

    Apr 16, 2014, 9:40 PM EDT

    arsenal AP

    Three matches the shoot up the title, Champions League races:

  4. Ranking the candidates for MLS’s next expansion team (after Atlanta’s Wednesday announcement)

    Apr 16, 2014, 8:57 PM EDT

    MLS Logo

    One location is the clear favor for No. 24, but down to one slot, the competition could pick up.

  5. With Agüero, Negredo removed, should we point the finger at Pellegrini?

    Apr 16, 2014, 7:57 PM EDT

    manuel_pellegrini Getty Images

    Like his players, City’s boss has plenty of questions to answer after Wednesday’s disappointment.

  6. Atlanta, MLS don’t need to quiet doubts to be successful in the Southeast

    Apr 16, 2014, 6:52 PM EDT

    Arthur Blank AP

    If Atlanta, Miami aren’t good sports towns, it may not matter. The doubts critics have cast on the league’s Southeast excursion may be irrelevant.

  7. Real Madrid beat Barcelona to win Copa del Rey, as Bale’s brilliance seals it

    Apr 16, 2014, 5:40 PM EDT

    Gareth Bale AP

    Real win Copa del Rey as Barcelona’s bad run continues:

  8. It’s official: Atlanta gets Major League Soccer’s 22nd franchise

    Apr 16, 2014, 5:26 PM EDT

    Arthur Blank AP

    One more spot in MLS’s planned expansion is gone, with Atlanta set to begin play in 2017.

  9. Manchester City 2-2 Sunderland: Two Wickham goals, late Nasri equalizer leave sides even (video)

    Apr 16, 2014, 4:52 PM EDT

    connor_wickham Getty Images

    Two late goals gave Sunderland a lead, one City pulled back just before full-time.

  10. Everton 2-3 Crystal Palace: Toffees’ top four hopes take huge hit

    Apr 16, 2014, 4:51 PM EDT

    Everton v Crystal Palace - Premier League Getty Images

    Eagles soar to safety, but Everton’s Champions League dreams are in ruins:

  11. Fernando Llorente: Carlos Tévez and I deserve to go to the World Cup

    Apr 16, 2014, 3:37 PM EDT

    Italy Soccer Serie A AP

    Two of Serie A’s most productive scorers may not be at this summer’s World Cup. Llorente wonders why.

  12. WATCH: Premier League Player of the Week – Week 34

    Apr 16, 2014, 2:56 PM EDT

    Philippe Coutinho, Steven Gerrard AP

    Which Liverpool player picked up the Player of the Week accolade?

  13. Watch Live: Manchester City vs. Sunderland (Lineups and Discuss)

    Apr 16, 2014, 2:44 PM EDT

    sergio_aguero Getty Images

    Both sides look to cash in on matches in hand at the Etihad.

  14. Watch Live: Everton vs. Crystal Palace (Lineups and Discuss)

    Apr 16, 2014, 2:25 PM EDT

    Everton v Aston Villa - Premier League Getty Images

    Can Tim Howard and the Toffees win their eighth-straight game? Watch live online, right here:

  15. Ahead of Atlanta’s expected MLS entry, are NFL stadium shares the way to go?

    Apr 16, 2014, 2:00 PM EDT

    Source: AtlantaFalcons.com Source: AtlantaFalcons.com

    Having MLS teams share their home with NFL sides could be a smart move ahead of the next wave of expansion:

  16. WATCH: Premier League Team of the Week – Week 34

    Apr 16, 2014, 1:28 PM EDT

    Liverpool's defense still looked leaky, but a mistake from Kompany saved them. AP

    Find out who made the PL Team of the Week, right here:

  17. Premier League Preview: Man City host Sunderland, Everton face Palace

    Apr 16, 2014, 12:35 PM EDT

    Britain Soccer Premier League AP

    Two PL matches take place on Wednesday, with both set to impact the top and bottom of the standings:

  18. NBC to air all 10 Premier League games on final day in “Championship Sunday” extravaganza

    Apr 16, 2014, 11:15 AM EDT

    nbcsports_new

    Watch all 10 PL games across 10 different channels on final day of the season. All the details, right here:

Featured video

PST Extra: Race for the PL title