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.
Sep 1, 2014, 12:42 AM EDT
Roundup of MLS action this weekend.
Aug 31, 2014, 10:57 PM EDT
Roundup of football transfers across Europe today.
Aug 31, 2014, 9:55 PM EDT
Real Madrid manager insisted that his squad just lost focus on Sunday when they were upset by Real Sociedad.
Aug 31, 2014, 8:24 PM EDT
Darren Fletcher isn’t perturbed by Manchester United’s super-early season struggles.
Aug 31, 2014, 6:58 PM EDT
Jermain Defoe has been linked away from Toronto FC, with a possible return back to England.
Aug 31, 2014, 6:18 PM EDT
Real Madrid didn’t display their standard victorious level of play as Real Sociedad shocked Carlo Ancelotti’s side.
Aug 31, 2014, 5:22 PM EDT
D.C. United keeps strong at the head of the Eastern Conference, defeating the New York Red Bulls, 2-0.
Aug 31, 2014, 4:25 PM EDT
Quick recap of the Premier League’s Sunday matches.
Aug 31, 2014, 3:38 PM EDT
Geoff Cameron has withdrawn from the United States’ latest roster prepped for the Czech Republic match.
Aug 31, 2014, 2:53 PM EDT
DC United hopes to fend off Bradley Wright-Phillips and company in the Atlantic Cup.
Aug 31, 2014, 2:39 PM EDT
With things not going as planned, Nelsen is out.
Aug 31, 2014, 2:10 PM EDT
Despite Yaya Sanogo’s disappointing performance against Leicester City, Wenger may sit on his squad.
Aug 31, 2014, 1:33 PM EDT
After spending a career on the bench at Manchester United, he’s going to another club where he’ll likely be a backup.
Aug 31, 2014, 12:57 PM EDT
Leo Ulloa hit back at Arsenal’s early goal and Leicester held on strong against a tired and wasteful Arsenal.
Aug 31, 2014, 12:23 PM EDT
It appears the usually erratic, angry, and impulsive Mario Balotelli is nowhere to be found, and the Liverpool manager is to thank.
Aug 31, 2014, 11:33 AM EDT
With Torres, Lukaku, and Ba all gone and Costa proving injury prone, Remy comes in as cover at Stamford Bridge.
Aug 31, 2014, 10:45 AM EDT
Yaya Sanogo starts up front in place of the injured Olivier Giroud. Esteban Cambiasso is on the bench for Leicester.
Aug 31, 2014, 10:33 AM EDT
Aston Villa were bright nearly the whole match but struggled to fend off Hull late in a close victory.
Aug 31, 2014, 10:22 AM EDT
Raheem Sterling and Steven Gerrard both scored as Liverpool rocked Spurs yet again in London.
Aug 31, 2014, 9:53 AM EDT
Torino continues to sell off last year’s successful attack force for a big profit.
- Toronto FC fire Ryan Nelsen thanks to disappointing position and disparaging comments 1
- Leicester City 1-1 Arsenal: Home side holds strong for draw 2
- Done deal: Chelsea sign Loic Remy from QPR 0
- Tottenham 0-3 Liverpool: Familiar scenes as Reds storm Spurs in London 3
- Premier League Sunday Preview: Tottenham host Liverpool, Arsenal face Leicester 0
- Revolution feeling a Jermaine Jones boost after unloading on Toronto 0