adidas and FIFA Extend Partnership until 2030

Moscow/Zurich/Herzogenaurach – One of the longest and most successful partnerships in modern sports marketing history will continue. Today, FIFA and adidas formally announced an extension of their long-term partnership agreement granting adidas the Official Partner, Supplier and Licensee rights for the FIFA World Cup™ and all FIFA events until 2030. The announcement was made during a ceremony in Moscow/Russia – host of the 2018 FIFA World Cup – by Thierry Weil, FIFA Marketing Director, and Herbert Hainer, adidas Group CEO.

FIFA and adidas have been partners since 1970. This strategic commitment to the FIFA World Cup ensures extensive adidas presence at the world’s most watched sports event until 2030. The contract offers adidas broad licensing and event rights around the FIFA World Cup. adidas will continue to supply the Official Match Ball of the FIFA World Cup and provide unique uniforms for thousands of volunteers. In addition, a wide range of adidas/FIFA World Cup licensed products will be on sale worldwide. adidas also secured similar rights to all other FIFA tournaments during this time period, including the FIFA Women’s World Cup and the FIFA U-20 World Cup.