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Adidas renews University of Nebraska partnership

German sportswear manufacturer Adidas has extended its long-running apparel partnership with the University of Nebraska’s athletics department.

Adidas will continue to provide apparel, footwear, uniforms and accessories to Nebraska’s Huskers teams. The 11-year deal covers all 24 of the university’s sports teams in the Big Ten Conference and runs until June 30, 2028.

Financial terms of the agreement were not disclosed but the Associated Press news agency said the deal would be worth more than $128m (€109m) over 11 years. The report added that Adidas would pay $64m in cash and $64.7m in apparel and equipment.

The two parties’ previous agreement had been due to expire in June 2018 but the new deal is effective immediately. As a result, the Associated Press said Nebraska would receive $3.5m in cash during the upcoming 2017-18 season, as opposed to the $1m it would have received under the terms of the previous agreement.

Mark King, president of Adidas North America, said: “With Nebraska, we’re not only focused on products for athletes – we’re looking at the entire world of sport. Through innovation and creativity, we’re finding new ways to move athlete performance forward and shape the future of sport. We’re turning the traditional college partnership on its head and reimagining how a sportswear brand and a college can work together.”

Adidas first partnered with the University of Nebraska in 1995.