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Adidas secures multi-year renewal with BOA

The British Olympic Association has signed a long-term extension to its partnership with German sportswear giant Adidas.

The eight-year agreement retains Adidas as the official sportswear partner of the BOA from after the 2016 Olympic Games in Rio de Janeiro through the 2020 Games in Tokyo and up to, and including, the 2024 summer Olympics.

Adidas’ partnership with the BOA also covers the 2018 winter Olympics in PyeongChang, South Korea and the 2022 edition of the multi-sport event.

Under the terms of the deal, Adidas will continue to be an official Team GB sponsor and licensee, producing replica and official supporter apparel, accessories and footwear.

“This eight year deal reinforces the long-term value of the Team GB brand and represents a significant step forward in our post-London 2012 commercial programme,” Adidas UK brand director Barry Moore said.

Outside of the Olympic Games, British track and field athletes will continue to wear Nike competition apparel under a deal between Adidas' US rival and UK Athletics sealed in September 2013.