Adidas to sponsor Major US League Soccer

5th October 2004, Comments 0 comments

5 October 2004 , HERZOGENAURACH - German sports equipment and clothing maker adidas-Salomon announced a 10-year sponsorship deal Tuesday with the US professional football league Major League Soccer (MLS). Adidas executive board member Erich Stamminger said that his company would become the official sponsor of MLS. Under the deal, adidas and MLS will carry out joint marketing and establish a minor league in American soccer. Further details were still forthcoming, amid a report in the Financial Times which

5 October 2004  

HERZOGENAURACH - German sports equipment and clothing maker adidas-Salomon announced a 10-year sponsorship deal Tuesday with the US professional football league Major League Soccer (MLS).

Adidas executive board member Erich Stamminger said that his company would become the official sponsor of MLS. Under the deal, adidas and MLS will carry out joint marketing and establish a minor league in American soccer.

Further details were still forthcoming, amid a report in the Financial Times which put the value of the deal at USD 100 million by giving adidas exclusive rights to merchandising branded equipment and clothing for the MLS.

The MLS currently has 10 teams, but is to be increased to 12 next year. The Financial Times report said adidas would be the only brand advertised during television broadcasts of MLS matches and will be the only brand plugged in the US broadcasts of matches during the World Cup 2006 in Germany.

The adidas move into the MLS is the latest episode in intense rivalry with sporting goods company Nike in the global football market.

Among others, adidas is a major supplier of football equipment and clothing to European clubs and has strong commercial links with the Spanish club Real Madrid, while Nike is a major sponsor of the British club Manchester United.

DPA

Subject: German news

 

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