Nov 21, 2013, 6:09 PM EST
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.
New England Revolution, 90 minutes from MLS Cup, must simply avoid second-leg disaster vs. Red Bulls
Nov 27, 2014, 11:15 PM EST
It’s been a long time since the New England Revolution lost by mulitple goals, which the New York Red Bulls must achieve to reach MLS Cup 2014.
Nov 27, 2014, 9:26 PM EST
The big Europa League sides have begun to advance to the knockout round, with a few more very close to joining them.
Nov 27, 2014, 4:09 PM EST
Toffees seal spot in Europa League knockout rounds after terrific away day display.
Nov 27, 2014, 3:17 PM EST
Three FIFA ExCo members and German legend latest to be under the spotlight.
Nov 27, 2014, 2:05 PM EST
Brazilian legend hospitalized for second time this month.
Nov 27, 2014, 1:15 PM EST
Whelan charged by FA over accusations of anti-Semitic, racist remarks.
Nov 27, 2014, 12:00 PM EST
Spanish giants drop Christian symbol as they link up with Abu Dhabi based bank.
Nov 27, 2014, 10:55 AM EST
Can Spurs and Everton make a top four charge? Will Saints stun Man City?
Nov 27, 2014, 10:00 AM EST
Watch the incident unfold, as Brazilian striker is behind bars.
Nov 27, 2014, 9:13 AM EST
Wilshere has surgery on left ankle, as young midfielder set for another lengthy spell on the sidelines.
Nov 27, 2014, 8:51 AM EST
Bradley opens up about his first season at Stabaek, his future in Europe and much more.
Nov 27, 2014, 7:28 AM EST
Klinsmann’s men drop further in FIFA’s latest rankings.
Nov 26, 2014, 11:15 PM EST
Is the FA getting too involved in non-events?
Nov 26, 2014, 10:30 PM EST
Wenger was in good spirits following his side’s victory that put an end to his two-match losing skid.
Nov 26, 2014, 9:50 PM EST
Yes, Barkley dove and yes, (news flash) Martinez is overly protective of his players.
Nov 26, 2014, 9:10 PM EST
Thigh injury sidelines Moses for 8 weeks.
Nov 26, 2014, 8:32 PM EST
“I feel that right now I am playing some of the best football of my career,” Fabregas said.
Nov 26, 2014, 7:38 PM EST
“It goes without saying, I’d love to come,” Heskey told BBC Radio Leicester.
Nov 26, 2014, 6:44 PM EST
Poor Franck. All fired up and not even on the 23-man shortlist.
Nov 26, 2014, 6:00 PM EST
Can Liverpool build off this draw in Sofia? Their manager Brendan Rodgers has cause for optimism.
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