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. Three things we learned after Liverpool’s latest defeat, this time vs. Basel

    Oct 1, 2014, 6:14 PM EDT

    FC Basel 1893 v Liverpool FC - UEFA Champions League Getty Images

    Liverpool’s struggles continue. Here’s three things we learned as they remain winless in four.

  2. Galatasaray fans light up Emirates Stadium with flares in Arsenal match

    Oct 1, 2014, 5:51 PM EDT

    Danny Welbeck, Alexis Sanchez

    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.

  3. UEFA Champions League roundup: Arsenal cruise, Liverpool lose, Real Madrid win

    Oct 1, 2014, 5:11 PM EDT

    FBL-EUR-C1-LUDOGORETS-REAL AP

    After eight games on Wednesday, here’s what happened around Europe.

  4. Arsenal 4-1 Galatasaray: Welbeck’s hat-trick leads 10-man Arsenal to victory

    Oct 1, 2014, 4:53 PM EDT

    Danny Welbeck, Alexis Sanchez AP

    The Gunners provided one of their most stunning performances of the season on Wednesday, dismantling Group D opponents Galatasaray 4-1.

  5. FC Basel 1-0 Liverpool: Streller sinks Reds in Switzerland

    Oct 1, 2014, 4:42 PM EDT

    FBL-EUR-C1-BASEL-LIVERPOOL AP

    Lackluster Liverpool now level on points with Basel, face Real Madrid in next two matches.

  6. Hat-Trick Hero: Danny Welbeck nails three in thumping of Galatasaray

    Oct 1, 2014, 4:15 PM EDT

    FBL-EUR-C1-ARSENAL-GALATASARAY Getty Images

    “He scores when he wants. He scores when he wants. Danny Welbeck, he scores when he wants.”

  7. Arsenal cruise to 3-0 halftime lead over Galatasaray through Welbeck, Sanchez

    Oct 1, 2014, 3:37 PM EDT

    Arsenal FC v Galatasaray AS - UEFA Champions League Getty Images

    A first-half brace from Danny Welbeck and a third from Alexis Sanchez handed Arsenal some breathing room against Galatasaray.

  8. UEFA Champions League, at the half: Arsenal flying, Real Madrid being held

    Oct 1, 2014, 3:37 PM EDT

    Alexis Sanchez, Felipe Melo AP

    Arsenal are flying, so too are Leverkusen. Check out all the half time scores, here.

  9. Follow Live: UEFA Champions League – Arsenal v. Galatasaray

    Oct 1, 2014, 2:44 PM EDT

    Arsenal's new Chilean forward could become a hero at the Emirates. AP

    The Gunners opened the Champions League group stage in disappointing form, losing 2-0 to BVB.

  10. Follow live: UEFA Champions League – Basel vs. Liverpool

    Oct 1, 2014, 2:24 PM EDT

    Liverpool FC v PFC Ludogorets Razgrad - UEFA Champions League Getty Images

    Can the Reds make it two wins from two in the Champions League?

  11. Zenit St. Petersburg 0-0 Monaco: Group C leaders cancel each other out

    Oct 1, 2014, 1:56 PM EDT

    FBL-EUR-C1-ZENIT-MONACO AP

    Zenit, Monaco remain top of Group C after a dour draw in Saint Petersburg.

  12. Report: Red Bull’s days in MLS are likely numbered

    Oct 1, 2014, 1:38 PM EDT

    Henry AP

    Thierry Henry may be on his way out of New York City as turmoil at the top could drive him out.

  13. Roma tags Manchester City back for Totti tweet

    Oct 1, 2014, 1:26 PM EDT

    Totti Getty Images

    The two sides had some internet fun after yesterday’s 1-1 Champions League draw.

  14. FIFA exec says they are looking into reducing Luis Suarez’s ban

    Oct 1, 2014, 12:20 PM EDT

    Suarez Getty Images

    The former president of CONMEBOL told Uruguayan TV that Suarez could return earlier than expected.

  15. Men in Blazers podcast: Wayne Rooney’s implosion, Derby Day and an MiBNT update

    Oct 1, 2014, 11:40 AM EDT

    meninblazers

    That Wayne Rooney implosion? You’re gonna need Rog and Davo to break it down.

  16. Birmingham’s Jonathan Spector headed for scans amid injury worries

    Oct 1, 2014, 11:19 AM EDT

    Spector Getty Images

    The US fringe player picked a terrible time to be injured, with the international break on the horizon.

  17. Gedion Zelalem scores first-ever goal for Arsenal, and it’s a beauty

    Oct 1, 2014, 10:28 AM EDT

    Photo: Arsenal FC Photo: Arsenal FC

    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.

  18. Bayern Munich pays back fans who rented skyscraper to watch match

    Oct 1, 2014, 9:52 AM EDT

    Photo: @clubnr12 on Twitter Photo: @clubnr12 on Twitter

    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.

  19. So much for bad hamstrings, Costa states he’s ready for Spain selection

    Oct 1, 2014, 8:25 AM EDT

    Costa Getty Images

    Jose Mourinho has pestered the media with information about Costa’s troublesome hamstring all week, but the player himself isn’t listening.

  20. Amid Newcastle crisis, Cheick Tiote says he wants out

    Oct 1, 2014, 7:47 AM EDT

    Tiote Getty Images

    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.

Featured video

Week 6: Premier League recap