Adidas extends longest running partnership with DFB until 2026

Adidas extends 60-year old sponsorship deal with German Football Association (DFB)

German sportswear giant Adidas has extended its most successful and longest-running sponsorship deal in the history of sports with German Football Association (DFB).

The 60-year old alliance will see Adidas continue to be the Official Supplier of the world’s largest sports federation, by the number of members, until 2026.

Despite Germany’s lacklustre performance at FIFA World Cup 2018, where it made an early exit right after the group stage, Adidas has instilled confidence into their oldest football partners with the extension of the agreement.

Among the 32 teams that participated in the Russia World Cup, Germany’s $32 million kit sponsorship deal with Adidas was the third highest after France ($54 Million) and  England’s ($46 Million) deals with American sportswear major Nike.

Adidas, over the 60 years alliance with the German football governing body, has jointly shared the success of the team with four World Cup titles in 1954, 1974, 1990 and 2014 along with European Championship titles in 1972, 1980 and 1996. Adidas and DFB have a total of 17 titles together at the men’s and women’s World Cups and European Championships.

Also Read: Premier League: Adidas most visible brand with six team deals

As per the last extension agreement signed between the two, the deal was to run until 2022.

DFB President Reinhard Grindel, said, “We are delighted to have Adidas at our side as a long-term, reliable partner. The early extension of our agreement is a display of trust in the strength and attractiveness of the DFB. In addition, it sends an important signal to UEFA that we stand on solid financial foundations in the long term and, also with respect to our bid to host the EURO 2024, that we fulfil the requirements of a tournament organizer.”

“The agreement gives us planning security for implementation of our future-oriented construction project and further scope for implementation of our numerous community tasks. At the same time, it enables us to sustainably support our associations on a regional level going forward and thus to drive the development of amateur football in Germany.”

Adidas CEO Kasper Rorsted added, “I am delighted to be continuing this collaboration. The DFB and Adidas simply belong together. The timing underlines Adidas’ unique sponsorship philosophy: We stand by our long-time partners – particularly when it is important to do so. In the coming years, together with the DFB, we will do our utmost to promote the further development of football in Germany on all levels, from youth football via the regional associations up to the men’s and women’s national teams.”

“In addition, with what will hopefully be a successful bid to host the 2024 European Championships and the DFB Academy, there are two highly interesting and innovative projects in the pipeline where we will be happy to contribute our expertise.”

Also Read:

World Cup 2018: What does Germany loss means for sponsors, advertisers?

Luis Suarez switches from Adidas to Puma in £1 million deal