Adidas & Fifa Extend Partnership To 2030

Fifa has extended its long-term partnership with adidas until 2030, with the German sportswear and equipment brand retaining its official partner, supplier and licensee rights to the FIFA World Cup, as well as all other tournaments operated by the sport’s global governing body. 

adidas, who has been a FIFA partner since the Mexico edition of the competition in 1970, will continue to supply the official match ball to these competitions, as well as creating replica versions for retail and uniforms for referees and other officials.

In addition, adidas will be granted extensive branding rights around FIFA events and will support charitable and community projects such as FIFA Goal and the FIFA Football for Hope Adidas Exchange Programme.

FIFA marketing director Thierry Weil said of the deal: ‘Without the support of long-term partners such as adidas, it would simply not be possible for FIFA to host global spectacles such as the FIFA World Cup and to continue our work to develop football worldwide.’

‘adidas is an integral part of the FIFA World Cup story, quite literally featuring at the heart of the action at every tournament since the 1970 FIFA World Cup. We are delighted that this long-term strategic partnership will continue until at least 2030 and we are looking forward to writing new chapters of football history together.’

The renewal was announced at an event in Moscow, the city of the 2018 World Cup final. 

Herbert Hainer, the chief executive of the adidas Group, added: ‘Over the last 40 years, Adidas and FIFA have worked closely together to develop football worldwide. Therefore, it was a natural step for us to extend one of the most successful partnerships in the history of sports marketing.’

‘We are happy and proud that our close relationship with FIFA will continue. This unique partnership and our extensive presence at all FIFA World Cups will help us to expand Adidas’ position as the leading football brand worldwide.’