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.
Jul 22, 2014, 5:30 PM EDT
Hand on shoulder, hair-coiffed, warm smile… next! Becks makes the rounds on the United’s U.S. tour.
Jul 22, 2014, 5:00 PM EDT
There have been reports of where the 32-year-old American left sider will not be going, but little as to where he will.
Jul 22, 2014, 3:56 PM EDT
For every “stars… they’re just like us” moment a player gives you, there are moments like this, which will not happen to 99.9999% of us at work in our lives
Jul 22, 2014, 2:22 PM EDT
Xavi set to remain at Barcelona until January, at least.
Jul 22, 2014, 2:04 PM EDT
Yeah. This is actually happened… as Stoke pull off a major coup.
Jul 22, 2014, 1:34 PM EDT
Guardiola: “He trains well, he’s a good guy and my first idea is that he’s going to stay for the rest of the season.”
Jul 22, 2014, 12:56 PM EDT
Will Lovren become the third Saints player to join Liverpool this summer? If the price is right, it sure looks that way.
Jul 22, 2014, 11:51 AM EDT
Where will Rodriguez line up next season for Real? Here’s an in-depth look at the options.
Jul 22, 2014, 10:56 AM EDT
Second time around, Dunga will lead Brazil’s new era.
Jul 22, 2014, 10:05 AM EDT
What do you get for $107 million in today’s world? A red-hot 23-year-old Colombian striker, that’s what.
Jul 22, 2014, 9:25 AM EDT
Klopp says Hummels is not for sale… not at the price reported anyway.
Jul 22, 2014, 8:51 AM EDT
James is officially a Real Madrid player.
Jul 22, 2014, 8:42 AM EDT
Douglas Costa: “We all run a deadly risk if we are in the region.”
Jul 22, 2014, 7:49 AM EDT
Will the Colombian winger be heading to Old Trafford this summer?
Jul 22, 2014, 12:10 AM EDT
23-year-old will complete his $107 million move and be introduced at the Santiago Bernabéu.
Jul 21, 2014, 11:09 PM EDT
A Davies-for-Sigurdsson swap and the purchase of the Ecudorian winger will give Garry Monk a glut of options in attacking midfield.
Jul 21, 2014, 10:04 PM EDT
While six World Cup stars will miss the tour, the Citizens still bring a talented squad to the U.S.
Jul 21, 2014, 9:25 PM EDT
The Spanish midfielder is expected to return to Spain this week to finalize his departure from the club.
Jul 21, 2014, 7:58 PM EDT
Honduran midfielder will miss six to eight months.
Jul 21, 2014, 6:51 PM EDT
Group is pushing for a $160-$200 million venue, claiming to be on MLS’s “short list.”
- Report: Xavi’s move to New York City FC collapses, will remain at Barcelona 2
- Pep Guardiola: For now, Julian Green will remain with Bayern Munich’s first team 5
- Real Madrid sign James Rodriguez for $107 million 6
- Xavi Hernández reportedly inching closer to New York City FC 12
- New report kicks off another round of Las Vegas expansion talk for MLS 8
- PST’s Major League Soccer Player of the Week: Sporting Kansas City’s Benny Feilhaber 1