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.
Dec 18, 2014, 11:50 PM EST
Luke Shaw is ready to make his return after nearly a month out of action.
Dec 18, 2014, 10:21 PM EST
Mix Diskerud is on the move, and he may be headed south of the border.
Dec 18, 2014, 9:14 PM EST
Chicharito isn’t getting games for Real Madrid, but his agent insists he won’t end his loan deal early.
Dec 18, 2014, 7:46 PM EST
It may be 14 years after the fact, but Paul Scholes is owning up to his fault in one of the greatest goals of all-time.
Dec 18, 2014, 6:20 PM EST
Inspired by Monday’s loss, the USWNT were out for vengeance — and goals — against Argentina.
Dec 18, 2014, 4:36 PM EST
Find out who went where in Stage 2 of the MLS Re-Entry Draft on Thursday.
Dec 18, 2014, 3:00 PM EST
As we head into the busy festive season, here’s how the rankings of power look before Week 17.
Dec 18, 2014, 2:46 PM EST
Winger set to return to full training, may return to action this Sunday at Anfield.
Dec 18, 2014, 2:11 PM EST
Germany end 2014 on top, as the USMNT sit steady inside the top 30.
Dec 18, 2014, 1:26 PM EST
Balotelli will now miss Liverpool’s match against Arsenal this weekend.
Dec 18, 2014, 12:45 PM EST
Rogers worries about anti-gay laws in Russia, Qatar during World Cup tournaments.
Dec 18, 2014, 11:46 AM EST
Scunthorpe win 14-13 on penalty kicks… really?
Dec 18, 2014, 11:10 AM EST
Klinsmann’s son make six saves, but gets second-yellow as youth side beat Germany.
Dec 18, 2014, 10:17 AM EST
USMNT attacker heading back to MLS.
Dec 18, 2014, 8:50 AM EST
Vegas, baby! New soccer stadium gets seal of approval from city council… all they need now is an MLS expansion franchise.
Dec 18, 2014, 8:19 AM EST
Reus has been speeding around in his Aston Martin without a license. Gets biggest motoring fine in German history.
Dec 18, 2014, 7:54 AM EST
Dig into all the latest gossip, right here.
Dec 17, 2014, 11:13 PM EST
Could Cole be returning to the Premier League?
Dec 17, 2014, 10:35 PM EST
Bad jokes make Christmas.
Dec 17, 2014, 10:10 PM EST
- Paul Scholes: Thierry Henry’s legendary goal vs. Man United was my fault 2
- Premier League Power Rankings: Arsenal, Everton rising, Saints falling 2
- Robbie Rogers: FIFA “insane” to host World Cups in Russia, Qatar 5
- Stoke City confirm Brek Shea is finalizing move to Orlando City 1
- Soccer stadium approved in Las Vegas, as MLS expansion talk heats up in Sin City 3
- Borussia Dortmund’s Marco Reus fined $665,000 for driving without a license 1