University of Louisville pens lucrative Adidas extension

The athletics division of the University of Louisville has signed a long-term extension to its partnership with German sportswear firm Adidas.

The new 10-year deal will run until the 2027-28 season and replaces the previous partnership, which had been due to expire in 2019.

Financial terms of the deal were not disclosed, but the Associated Press news agency said the agreement would be worth $160m (€133m). The five-year deal which had been in place was worth $39m.

Under the agreement, Adidas will provide footwear, apparel, accessories and marketing support for all 23 of the university’s intercollegiate athletic programs.

Adidas will also benefit from significant brand exposure at the university’s Papa John’s Cardinal Stadium, with its logo to feature on the Three Stripe Zone and on the venue’s tunnel.

Other marketing initiatives will form part of the agreement, while the Adidas Internship Program will also be continued. The program has been in place for three years.

"Our new partnership with Louisville is one of our largest ever investments in sport in America," Mark King, Adidas North America president, said.

“When you think about college sports in America, you think Louisville. The athletic program the Cardinals have created is remarkable. These young athletes are impressive competitors in every sport. Louisville has been an important partner of ours for nearly 20 years, and we see tremendous value in our new partnership as we continue to shape the future of sports together.”

Adidas first partnered with Louisville in 1998.