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FIH hails new Adidas partnership

The International Hockey Federation (FIH) has entered into a wide-ranging partnership with German sportswear company Adidas.

The deal will run until the end of 2018 and provides Adidas with a range of visibility and marketing opportunities. Adidas will also benefit from exclusive retail space areas at FIH events.

The FIH and Adidas will seek to boost the profile of hockey through joint marketing initiatives, such as digital promotional campaigns.

Adidas will provide FIH staff and officials with clothing and equipment, along with offer the federation access to a range of content. The FIH will also be given the chance to reach out to Adidas clubs and national team partners, Adidas-sponsored athletes and grassroots initiatives.

FIH chief executive Jason McCracken said: “To partner with the world’s biggest sports brand proves once again the commercial value of our sport. Adidas’ commitment to hockey and growing the game along with their global presence in the sports world is the perfect match for both organisations.

"Their marketing assets will allow us to reach new fans in innovative ways whilst their product development will keep us ahead of the game. Working with Adidas will therefore significantly contribute to achieving the main aim of our Hockey Revolution strategy – to make hockey a global game that inspires future generations.”