Sportswear company Adidas has extended its long-term partnership with Fifa, football’s global governing body, until 2030.
Under the deal, the German company will remain an official partner, supplier and licensee for the World Cup and all Fifa events, extending a relationship that first commenced in 1970.
The contract offers Adidas broad licensing and event rights around the quadrennial World Cup. Adidas will continue to supply the official match ball of the World Cup and provide uniforms for thousands of volunteers.
In addition, a wide range of Adidas/World Cup-licensed products will be on sale worldwide. Adidas has also secured similar rights to all other Fifa tournaments during this time period, including the Women's World Cup and the U-20 World Cup.
Another key component of the partnership includes the close collaboration on a wide variety of development programmes and grassroots events around the world, such as Fifa Goal and the Fifa Football for Hope Adidas Exchange Programme.
Herbert Hainer, chief executive of the Adidas Group, said: “Over the last 40 years, Adidas and Fifa have worked closely together to develop football worldwide. Therefore, it was a natural step for us to extend one of the most successful partnerships in the history of sports marketing. 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.”
Adidas currently serves as a top-tier Fifa partner alongside Coca-Cola, Hyundai/Kia Motors, Emirates, Sony and Visa.