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.
Oct 1, 2014, 6:14 PM EDT
Liverpool’s struggles continue. Here’s three things we learned as they remain winless in four.
Oct 1, 2014, 5:51 PM EDT
Take in a top-flight football match anywhere in Turkey and you’ll be hard-pressed not to see at least a few flares among the fans.
Oct 1, 2014, 5:11 PM EDT
After eight games on Wednesday, here’s what happened around Europe.
Oct 1, 2014, 4:53 PM EDT
The Gunners provided one of their most stunning performances of the season on Wednesday, dismantling Group D opponents Galatasaray 4-1.
Oct 1, 2014, 4:42 PM EDT
Lackluster Liverpool now level on points with Basel, face Real Madrid in next two matches.
Oct 1, 2014, 4:15 PM EDT
“He scores when he wants. He scores when he wants. Danny Welbeck, he scores when he wants.”
Oct 1, 2014, 3:37 PM EDT
A first-half brace from Danny Welbeck and a third from Alexis Sanchez handed Arsenal some breathing room against Galatasaray.
Oct 1, 2014, 3:37 PM EDT
Arsenal are flying, so too are Leverkusen. Check out all the half time scores, here.
Oct 1, 2014, 2:44 PM EDT
The Gunners opened the Champions League group stage in disappointing form, losing 2-0 to BVB.
Oct 1, 2014, 2:24 PM EDT
Can the Reds make it two wins from two in the Champions League?
Oct 1, 2014, 1:56 PM EDT
Zenit, Monaco remain top of Group C after a dour draw in Saint Petersburg.
Oct 1, 2014, 1:38 PM EDT
Thierry Henry may be on his way out of New York City as turmoil at the top could drive him out.
Oct 1, 2014, 1:26 PM EDT
The two sides had some internet fun after yesterday’s 1-1 Champions League draw.
Oct 1, 2014, 12:20 PM EDT
The former president of CONMEBOL told Uruguayan TV that Suarez could return earlier than expected.
Oct 1, 2014, 11:40 AM EDT
That Wayne Rooney implosion? You’re gonna need Rog and Davo to break it down.
Oct 1, 2014, 11:19 AM EDT
The US fringe player picked a terrible time to be injured, with the international break on the horizon.
Oct 1, 2014, 10:28 AM EDT
With Zelalem weaving through defenders on the Arsenal U-19 team, it’s hard not to get antsy about the 17-year-old possibly playing for the United States.
Oct 1, 2014, 9:52 AM EDT
With their Champions League match in Russia behind closed doors due to a UEFA sanction, fans found a way to watch anyways, and the team rewarded the dedicated supporters.
Oct 1, 2014, 8:25 AM EDT
Jose Mourinho has pestered the media with information about Costa’s troublesome hamstring all week, but the player himself isn’t listening.
Oct 1, 2014, 7:47 AM EDT
Alan Pardew must deal with yet another off the field issue at St. James Park as reports he’s losing the dressing room don’t look any less true at the moment.
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