German athletic giant Adidas has signed a 3-year deal with one of the top collegiate sports conferences. The company partnered with the Pac-12, a division of a dozen top U.S. universities, to become the official footwear and apparel sponsor of the conference and its championships.
“It is an exciting day for Adidas as the Pac-12 is one of the elite conferences in all of collegiate athletics,” Chris McGuire, senior director of sports marketing for Adidas America, said in a statement. “This new partnership continues to highlight our commitment to U.S. college sports and our focus on aligning with championship-level schools, teams and student athletes. The Pac-12’s rich athletic and academic tradition and consistent success on and off the field make them a perfect fit for the Adidas family.”
As part of the deal, Adidas will be the lead sponsor for the Pac-12 Network’s one-hour weekly TV show, a mix of highlights, commentary and interviews.
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The brand will also appear on fields, in stadiums and on Pac-12 digital properties this season.
“We are thrilled to reach a strategic partnership with such an iconic company that shares our passion for innovation,” said Pac-12 Commissioner Larry Scott in a statement. “As they do with athletes around the world, Adidas will now help support Pac-12 student athletes by improving their championship events and bolstering our coverage of their success on Pac-12 Networks.”