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. Done Deal: Transfer activity roundup

    Aug 31, 2014, 10:57 PM EDT

    Cerezo Osaka v Manchester United Getty Images

    Roundup of football transfers across Europe today.

  2. Ancelotti: Real Madrid’s ‘attitude and concentration’ must change

    Aug 31, 2014, 9:55 PM EDT

    FBL-EUR-C1-PSG-PRESSER

    Real Madrid manager insisted that his squad just lost focus on Sunday when they were upset by Real Sociedad.

  3. Darren Fletcher ‘confident’ Manchester United will trump struggles

    Aug 31, 2014, 8:24 PM EDT

    Manchester United v Galatasaray - UEFA Champions League Getty Images

    Darren Fletcher isn’t perturbed by Manchester United’s super-early season struggles.

  4. Toronto FC confirms Jermain Defoe transfer talks have taken place

    Aug 31, 2014, 6:58 PM EDT

    Toronto FC's Jermain Defoe scores from the penalty spot against San Jose Earthquakes during first half MLS action in Toronto on Saturday June 7, 2014. (AP Photo/The Canadian Press, Chris Young) AP

    Jermain Defoe has been linked away from Toronto FC, with a possible return back to England.

  5. HIGHLIGHTS: Real Madrid falls to Real Sociedad in remarkable comeback

    Aug 31, 2014, 6:18 PM EDT

    _77293433_hi023702086 Getty Images

    Real Madrid didn’t display their standard victorious level of play as Real Sociedad shocked Carlo Ancelotti’s side.

  6. MLS Snapshot: D.C. United 2-0 New York Red Bulls

    Aug 31, 2014, 5:22 PM EDT

    DC United v New York Red Bulls Getty Images

    D.C. United keeps strong at the head of the Eastern Conference, defeating the New York Red Bulls, 2-0.

  7. Geoff Cameron removes himself from U.S. national team roster

    Aug 31, 2014, 3:38 PM EDT

    Geoff Cameron AP

    Geoff Cameron has withdrawn from the United States’ latest roster prepped for the Czech Republic match.

  8. Watch Live: DC United vs. New York Red Bulls (Lineups)

    Aug 31, 2014, 2:53 PM EDT

    RedBulls AP

    DC United hopes to fend off Bradley Wright-Phillips and company in the Atlantic Cup.

  9. Reports suggest Arsenal unlikely to sign a replacement striker for Giroud

    Aug 31, 2014, 2:10 PM EDT

    Sanogo Getty Images

    Despite Yaya Sanogo’s disappointing performance against Leicester City, Wenger may sit on his squad.

  10. Reports: “Chicharito” Hernandez close to loan at Real Madrid

    Aug 31, 2014, 1:33 PM EDT

    Hernandez Getty Images

    After spending a career on the bench at Manchester United, he’s going to another club where he’ll likely be a backup.

  11. Leicester City 1-1 Arsenal: Home side holds strong for draw

    Aug 31, 2014, 12:57 PM EDT

    Leicester Getty Images

    Leo Ulloa hit back at Arsenal’s early goal and Leicester held on strong against a tired and wasteful Arsenal.

  12. Judging by his debut, Brendan Rodgers has broken through Mario Balotelli’s mental block

    Aug 31, 2014, 12:23 PM EDT

    BalotelliRodgers Getty Images

    It appears the usually erratic, angry, and impulsive Mario Balotelli is nowhere to be found, and the Liverpool manager is to thank.

  13. Done deal: Chelsea sign Loic Remy from QPR

    Aug 31, 2014, 11:33 AM EDT

    Picture credit: Squawka Picture credit: Squawka

    With Torres, Lukaku, and Ba all gone and Costa proving injury prone, Remy comes in as cover at Stamford Bridge.

  14. Watch Live: Leicester City vs. Arsenal (Lineups)

    Aug 31, 2014, 10:45 AM EDT

    Sanogo AP

    Yaya Sanogo starts up front in place of the injured Olivier Giroud. Esteban Cambiasso is on the bench for Leicester.

  15. Aston Villa 2-1 Hull City: Swarming start, shaky finish leave Villa undefeated still

    Aug 31, 2014, 10:33 AM EDT

    VillaHull Getty Images

    Aston Villa were bright nearly the whole match but struggled to fend off Hull late in a close victory.

  16. Tottenham 0-3 Liverpool: Familiar scenes as Reds storm Spurs in London

    Aug 31, 2014, 10:22 AM EDT

    Liverpool Getty Images

    Raheem Sterling and Steven Gerrard both scored as Liverpool rocked Spurs yet again in London.

  17. Reports: Alessio Cerci to Atletico Madrid is nearing completion

    Aug 31, 2014, 9:53 AM EDT

    Cerci Getty Images

    Torino continues to sell off last year’s successful attack force for a big profit.

Featured video

Week 3: Saturday Premier League recap