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Historic adidas, German football partnership lives on

One of the longest-running partnerships in sport was renewed today, as the German Football Association (DFB) extended its kit supply deal with adidas.

Under the new deal, adidas will remain the Official Supplier of the DFB until 2026.

The DFB, which is the world’s largest sports federation by number of members, has partnered with adidas for more than 60 years.

Adi Dassler, who founded adidas in 1949, sat beside German coach Sepp Herberger when Germany won the World Cup for the first time in 1954, with its players wearing adidas screw-in studded boots.

Since then, during its partnership with adidas, Germany have won 17 trophies in the men’s and women’s World Cup and European Championships.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.