Adidas Extends Lucrative Sponsorship Deal with UEFA

December 15, 2011

European Soccer’s Governing body, UEFA, has signed a new six-year deal with adidas for the Champions League, Europa League and Super Cup which will run until the end of the 2017/18 season.

The renewed deal will mean Adidas match balls will be used in all UEFA Champions League matches, from the play-offs onwards, with a new official match ball design for each season and a special match ball design for each knockout round of the UEFA Champions League leading up to the final.

The design of the official UEFA Europa League match ball is based on the official logo of the competition and the ball will be used from the group stage until the final.

adidas also will further promote the Champions League and Europa League through a series of initiatives, including supplying a high-performance product range worldwide, featuring the insignia of the Champions League and Europa League with Champions League corners set up in all adidas-own retail stores, offering insignia product ranges for the tournament

Other parts of the deal include Champions League match officials will sport a special kit incorporating the UEFA starball design. Adidas will also continue to supply official match balls for the UEFA Women’s Champions League final and the UEFA Futsal Cup finals.

David Taylor, CEO of UEFA Events, said: “We are very pleased that adidas has chosen to renew and further extend its agreement with UEFA for our European club football competitions. This extension proves the strength of our business relationship and ensures that adidas remains at the heart of European club football. Our continued collaboration will bring new opportunities for the promotion of the very best of European football to a worldwide audience.”

Herbert Hainer, CEO of the adidas Group, added: “Being associated with the biggest club tournaments in Europe – the UEFA Champions League and UEFA Europa League – will allow us to further strengthen and extend our global football market leadership.”