Adidas, FIFA Extend Partnership

Adidas AG is staying in the game.

The Herzogenaurach, Germany-based athletic firm said Thursday it has extended its partnership with the Fédération Internationale de Football Association as the official supplier and licensee for the World Cup and all other FIFA events though 2030.

“We are happy and proud that our close relationship with FIFA will continue,” Herbert Hainer, CEO of Adidas Group, said in a statement. “This unique partnership and our extensive presence at all FIFA World Cups will help us to expand Adidas’ position as the leading football brand worldwide.”

“Without the support of long-term partners such as Adidas, it would simply not be possible for FIFA to host global spectacles such as the FIFA World Cup and to continue our work to develop football worldwide,” Thierry Weil, FIFA’s marketing director, also said in the statement. “We are delighted that this long-term strategic partnership will continue until at least 2030 and we are looking forward to writing new chapters of football history together.”

The Adidas-FIFA partnership dates back to the 1970 World Cup. As the event sponsor, Adidas provides the official match ball and outfits the volunteers. It also creates licensed product for the World Cup, the Women’s World Cup and the U-20 World Cup.

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