Sponsor Spotlight -- FIFA, FIS Extend Partnerships

FIFA Extends Long-Standing Partnership

FIFA extended its partnership with Adidas through 2030.

As part of the agreement, Adidas became FIFA’s official partner and received the supplier and licensee rights to the FIFA World Cup and all FIFA Events.

The agreement was signed today at a meeting in Moscow attended by FIFA marketing director Thierry Weil and Adidas CEO Herbert Hainer.

Adidas will continue to provide FIFA with the World Cup match ball, volunteer uniforms, as well as the use of the FIFA logo on licensed merchandise. These rights will apply to the FIFA Women’s World Cup and merchandise as well.

As part of the agreement, Adidas will receive broad licensing and marketing rights for FIFA-sanctioned tournaments.

Adidas had been a partner of FIFA since 1970, one of the longest partnerships for FIFA.

"It was a natural step for us to extend one of the most successful partnerships in the history of sports marketing," said Herbert Hainer, CEO of the Adidas Group.

"This unique partnership and our extensive presence at all FIFA World Cups will help us to expand Adidas’ position as the leading football brand worldwide."

New FIS World Cup Partner

Audi has been named a partner for the International Ski Federation Nordic Combined World Cup.

The German car company will serve as the main sponsor for the 2013-14 World Cup. In total, the World Cup features 12 events starting in November 2013.

Audi also sponsors the FIS Alpine Ski World Cup and the FIS Ski Cross World Cup, as well as the 2015 and 2017 FIS Skiing World Championships.

"This partnership underlines Audi’s commitment to winter sports," said FIS president Gian Franco Kasper.

"Audi is known for its innovation and now they join the Nordic combined discipline at a perfect time as it is introducing it’s exciting new event this season with the Nordic combined triple."

Written byAaron Bauer.

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