Boa Signs New Long-term Adidas Deal
The British Olympic Association (BOA) has extended its partnership with adidas through until the end of the 2024 Olympic Games.
The renewal sees the sportswear brand, which first signed with the BOA for the Los Angeles Olympics in 1984, continue as Team GB’s official sportswear partner.
As part of the deal adidas will also continue as an official licensee, producing Team GB-branded clothing, accessories and footwear.
The BOA’s current adidas agreement, signed in November 2011, was due to expire at the end of next year’s Olympic Games in Rio de Janeiro.
BOA chairman, Lord Sebastian Coe, said: “The BOA is incredibly proud to have such a long standing partnership with adidas.
“To have them as part of Team GB looking ahead to PyeongChang 2018, Tokyo 2020 and beyond is vital for our continued Olympic sporting success. Los Angeles ’84 holds such fond memories for me as an athlete and knowing that adidas have been with Team GB on the journey since those Games shows the strength of the relationship between our two organisations.”
adidas UK’s brand director Barry Moore added: “adidas are excited to announce the extension of our partnership with the BOA through to 2024. We look forward to providing high-performance, innovative apparel and footwear to the British athletes as they compete on the biggest sporting stages.”
