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 22, 2014, 12:37 AM EDT
Toronto FC vs. Chivas USA was the only MLS match to occur on Sunday.
Sep 22, 2014, 12:10 AM EDT
Roundup of Serie A and La Liga matches from the weekend.
Sep 21, 2014, 10:09 PM EDT
Manchester City defender Pablo Zabaleta thinks the referee let Diego Costa off without a red card during their encounter that spurred a red card for the Argentine.
Sep 21, 2014, 9:07 PM EDT
Barcelona beat Levante 5-0 on Sunday to continue their winning streak in all competitions.
Sep 21, 2014, 8:27 PM EDT
Short written and video recap of Sunday’s games.
Sep 21, 2014, 7:02 PM EDT
Manchester City goalie Joe Hart confirmed that he hadn’t discussed a new contract with the club, and Liverpool is a prime candidate for his services, according to the Metro.
Sep 21, 2014, 5:48 PM EDT
More racism was thrown at Mario Balotelli, but this time, it appears law enforcement will get involved.
Sep 21, 2014, 5:09 PM EDT
Mesut Ozil and Danny Welbeck scored and assisted each other during the Gunners 3-0 win over Aston Villa.
Sep 21, 2014, 4:30 PM EDT
Alessandro Florenzi hugged and kissed his grandmother in the Stade Olimpico stands following his goal in AS Roma’s 2-0 victory over Cagliari.
Sep 21, 2014, 3:34 PM EDT
Everton manager Roberto Martinez laments loss to Crystal Palace, saying that his squad lost its drive for victory.
Sep 21, 2014, 3:06 PM EDT
One England international paid respects to another as a legend scored an emotional goal for his new team against his old.
Sep 21, 2014, 1:55 PM EDT
We didn’t see this coming, and neither did Frank Lampard.
Sep 21, 2014, 12:57 PM EDT
Pablo Zabaleta’s second yellow card changed the game, but a former Chelsea legend came back to haunt them.
Sep 21, 2014, 12:55 PM EDT
Everton started early and saw much of the ball but Crystal Palace got a few breaks and took advantage to pick up their first win of the season.
Sep 21, 2014, 11:21 AM EDT
Mario Balotelli put an LOL up on Twitter at Manchester United’s expense, and subjected himself to some horrible racial abuse.
Sep 21, 2014, 10:57 AM EDT
Despite heavy defeat, United’s new attacker scores goal of the season contender.
Sep 21, 2014, 10:51 AM EDT
Everton has sewn the seeds for a good run of form and are hoping to build on recent success against a struggling Palace squad.
Sep 21, 2014, 10:42 AM EDT
Diego Costa hsa been in fantastic form to begin his Premier League career, and has the chance to fire Chelsea five points clear at the top of the table.
Sep 21, 2014, 10:26 AM EDT
Manchester United were left shell-shocked after blowing a 3-1 lead against Premier League minnows.
Sep 21, 2014, 10:22 AM EDT
Spurs offered little as James Morrison propelled West Brom off the bottom of the table.
- Emotional Lampard just as shocked after pegging back ex-club Chelsea (VIDEO) 0
- Manchester City 1-1 Chelsea: Lampard shocks former club with late equalizer (video) 1
- Mario Balotelli mocks Manchester United on twitter 5
- Leicester City 5-3 Manchester United: Foxes complete comeback for the ages (video) 9
- MLS Roundup: Sounders, D.C. United slip; LA gains ground in the West 0
- Premier League Sunday preview: Man City vs. Chelsea; Everton, Spurs, Man United in action 0