Official press release
In a landmark agreement announced Wednesday, Major League Soccer and its marketing arm, Soccer United Marketing (SUM), have entered into an exclusive 10-year partnership with adidas-Saloman AG. The deal will make adidas the official athletic sponsor and licensed product supplier for the league, and the companies will work together to create a developmental league for MLS.
For the next 10 years, adidas will have the exclusive rights to sales of all MLS league- and team-branded products, including apparel and equipment, and will also work with the league to feature MLS apparel in major retail stores around the country. MLS will also be the beneficiary of adidas advertising campaigns that feature the league.
"With adidas as our partner, MLS looks forward to a decade of support and innovation that will contribute significantly to the continued growth of our league in this country," said Don Garber, the commissioner of MLS and CEO of SUM. "(adidas') commitment to MLS is a clear indication of the league's position on the global sports landscape and its prospects for the future."
Already the official supplier of D.C. United, the Columbus Crew, the Kansas City Wizards, the MLS Player Combine and the annual MLS SuperDraft, adidas will next year become the sponsor of the league's expansion clubs, Club Deportivo Chivas USA and Real Salt Lake, as well as the Colorado Rapids, FC Dallas and the San Jose Earthquakes. The following year, adidas will take over the exclusive rights to outfit all 12 MLS teams and will supply the league's official match ball.
Currently, Nike outfits the MetroStars, Los Angeles Galaxy and San Jose Earthquakes, while PUMA is the official supplier of the Chicago Fire and the league's official match ball.
"For more than 80 years, adidas has made a strong commitment to soccer at all levels, and this partnership allows us to share that passion with millions of American soccer fans for years to come," said Erich Stamminger, , member of the executive board of adidas-Salomon AG responsible for global marketing and president and CEO of adidas America. "adidas is confident that this partnership will accelerate the development of Major League Soccer into one of the best, most exciting leagues in the world."
Other aspects of the agreement between adidas and MLS, including adidas becoming the only athletic brand with exclusive broadcast advertising right for all league games and, through SUM, adidas' new role as the presenting sponsor of the U.S. television coverage of the 2006 FIFA World Cup on ABC, ESPN and ESPN2. adidas will also become a sponsor of InterLiga, the annual qualifying tournament for Mexican clubs to the Copa Libertadores.
adidas currently partners with many of the world's major soccer clubs and federations including: Real Madrid (Spain), A.C. Milan (Italy), Bayern Munich (Germany) and the national teams of Germany, France, Argentina, China, Canada and Australia. The company also sponsors many of the world's international soccer stars including David Beckham (Real Madrid), Zinedine Zidane (Real Madrid), Alessandro Del Piero (Juventus) and Michael Ballack (Bayern Munich).
Jason Halpin is a contributor to MLSnet.com. This story was not subject to the approval of Major League Soccer or its clubs.
