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DFB nets lucrative extension to Adidas partnership

Sportswear giant Adidas has agreed to extend its long-term partnership with the German Football Association (DFB).

The renewed agreement will run until 2022. Adidas will remain as the official supplier to the DFB and continue to manufacture playing kit for the German national side at all levels.

Confirmation of the agreement comes after the Sport Bild newspaper last week said the extended deal would be worth up to €70m ($79.3m) per year. Adidas was believed to have been paying €25m per year under its existing 10-year deal with the national governing body.

German newspaper Frankfurter Allgemeine Zeitung yesterday (Sunday) said the contract would be worth around €50m per season on a four-year basis. Neither Adidas nor the DFB have revealed the financial details of the confirmed agreement.

DFB president Reinhard Grindel said: “Adidas is reliable, knows the DFB and is supporting us with upcoming innovations such as the construction of the new DFB academy or the further development of fussball.de. We will use the money to make the DFB and German football even better.

“Our investments will be focused on both professional football and the work done at the grassroots level. We will also strengthen our national associations and further improve in particular our talent promotion programmes.”

Herbert Hainer, chief executive of Adidas, added: “As part of our long-term strategy, we will increase our production volume in Germany again and plan to also produce the DFB jerseys directly in our home market.”