As FIFA embarks on a new era in its more than 100-year existence, the world governing body is pleased to announce that it has secured an unprecedented long-term commitment from adidas that extends far beyond existing ventures with partners.
Following an open tender process during which other parties also expressed an interest, adidas became the first organisation to sign up as a FIFA Partner from 2007 to 2014 and takes on the role of Official Sports Equipment Supplier under a USD 351 million agreement, comprising USD 215 million in cash and value-in-kind services totalling USD 136 million. The tender is a key component of world football's governing body's commercial strategy for this eight-year period. Overseen by FIFA's Marketing & TV Division, it now classifies FIFA's marketing partners into three new categories: 6 FIFA Partners, 6-8 FIFA World Cup™ Sponsors and 4-6 National Supporters.
FIFA President Joseph S. Blatter and adidas Chief Executive Herbert Hainer today signed the contract at FIFA's headquarters in Zurich. FIFA is engaged in advanced negotiations with other interested parties and is poised to announce further signings soon.
The new commercial strategy lifts the FIFA Partners into a new realm of commitment designed to enhance the development of the sport across the world and through all walks of life. A FIFA Partner enjoys the highest level of association with FIFA, by far eclipsing basic event sponsoring, and comprising rights to all FIFA events, exclusive marketing assets, increased media exposure, and an affiliation with the governing body's special events and development initiatives.
"I'm thrilled that FIFA and adidas have again joined forces to extend our commitment to developing and promoting the game," said Blatter. "It is both a challenge and a responsibility for us to strive to make the world a better place through our mutual passion for the game and its development. I am looking forward to the fruits of this winning partnership."
Belonging to this elite six-member club affords adidas core sponsorship rights to all FIFA Events including the FIFA World Cup™ in 2010 and 2014. adidas will also supply all the sports equipment for every FIFA event, including the Official Match Balls and the Official Kits for referees and delegations.
"adidas is the number one in global football and the FIFA World Cup™ provides our brand with the best possible stage," commented Herbert Hainer, CEO of adidas-Salomon AG. "At the same time, adidas will continue to be very closely involved with football at every level for many years to come and thus contribute significantly to its further development."