Adidas extends Germany football sponsorship to 2026

Afp, Frankfurt Am Main

11 September, 2018 12:00 AM printer

Adidas said Monday it will extend its long-running sponsorship of the Germany Football Association until 2026, in a boost to the organisation’s attempts to recover from a disastrous World Cup.

“The timing highlights Adidas’ unique sponsorship philosophy: we stick by our partners of many years — especially when it’s important,” said Adidas chief executive Kasper Rorsted in a statement announcing the four-year extension with the DFB.

Contacted by AFP, a spokesman for the Bavaria-based firm declined to comment on the amount of Adidas’ annual sponsorship in the coming years.

It had previously been set at 50 million euros ($58 million) per year.

Loath to lose its link to the DFB after more than 60 years, the brand with the three stripes at the time had to double its previous offer to fend off rival Nike.