Being the most popular sport worldwide, football is clearly one of adidas’ key strategic priorities. For over 70 years, adidas has led all major developments in boot, ball and apparel technologies. This dedication to the sport and its close relationships with athletes and teams enabled adidas to become an integral part of the history, the present and the future of football.
Building on its success around major sporting events, the brand strives to increase its leadership position in Football by continuously creating the industry’s top products and fully leveraging its outstanding portfolio of sports marketing partners. Partners include leading football associations (e.g. FIFA, UEFA) and their respective events (FIFA World Cup™, UEFA EURO, Africa Cup of Nations, UEFA Champions League), national federations (e.g. Spain, Germany, Argentina, Russia, Mexico, Japan, Belgium, Denmark), leagues (e.g. Major League Soccer in the USA), clubs (e.g. Real Madrid, Juventus, Arsenal, FC Bayern Munich, Boca Juniors) and individual players (e.g. Lionel Messi, Pogba, Mohamed Salah, Toni Kroos, and N’Golo Kante).
The relationship between FIFA and adidas dates back more than 50 years. Since 1970, adidas has been supplying the official match ball for all FIFA World Cup™ matches. It goes without saying that for every FIFA World Cup™, adidas designers and developers aim at devising the perfect ball by combining innovative technology and exciting and unique design to make the Official Match Ball the true icon of every FIFA World Cup™.
Among the adidas line of legendary balls were the Tango (1982), the first ball to successfully combine leather and polyurethane, the Azteca (1986), the first fully synthetic ball, the Questra (1994), the polyurethane foam-based ball, the Tricolore (1998) which introduced a syntactic foam layer and the +Teamgeist (2006) that has set new standards with its innovative and highly iconic design and panel-technology.
Besides the FIFA World Cup™, adidas is also involved in all other FIFA events, for instance the FIFA Club World Cup Qatar 2019, the FIFA U-20 World Cups for women and men as well as the FIFA Beach Soccer World Cup, to name just a few. At all these events, FIFA officials, referees, volunteers and the entire Youth Programme (player escort, ball crew, flag bearers) wear adidas products from head to toe.
Fully in line with FIFA’s mission 'Develop the game, touch the world, build a better future', adidas is also actively contributing by providing product for numerous development courses and CSR initiatives around the world.
adidas is part of the adidas Group, a global leader in the sporting goods industry offering a wide range of products around the three core segments of adidas, Reebok and TaylorMade-adidas Golf. Headquartered in Herzogenaurach, Germany, the Group has more than 46,000 employees worldwide and generated sales of € 13.3 billion in 2011.
Being the most popular sport worldwide, football is clearly one of adidas’ key strategic priorities. For over 70 years, adidas has led all major developments in boot, ball and apparel technologies.
One of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950.
Wanda Commercial Properties is the world's largest real estate enterprise and the biggest five-star hotel owner in the world.
HYUNDAI • KIA
Football partnerships are a fundamental pillar of Hyundai/Kia’ global marketing strategy that provide compelling opportunities to build an emotional connection with customers by sharing in their passion for football.
Qatar Airways, the national carrier of the State of Qatar, became an Official Partner and the Official Airline of FIFA in May 2017, through an innovative partnership seeing the global airline support all FIFA Competitions.
Visa has had exclusive access to experiences at more than 40 FIFA events, including 2018 FIFA World Cup Russia™, FIFA Women’s World Cup France 2019™ and the upcoming FIFA World Cup Qatar 2022™.