FIFA have announced today an extension to their long-term partnership with adidas with the sport apparel giant being named the Official Partner, Supplier and Licensee rights for the FIFA World Cup and all FIFA events until 2030.

FIFA and adidas have been partners since 1970. This strategic commitment to the FIFA World Cup ensures extensive adidas presence at the world’s most watched sports event until 2030. The agreement also offers adidas broad licensing and marketing rights around the FIFA World Cup. adidas will continue to supply the Official Match Ball of the FIFA World Cup and provide unique uniforms for thousands of volunteers. In addition, a wide range of adidas/FIFA World Cup licensed products will be on sale worldwide. adidas also secured similar rights to all other FIFA tournaments during this time period, including the FIFA Women’s World Cup and the FIFA U-20 World Cup.

At the same time, adidas will continue to support FIFA in its Football for Hope adidas Exchange Programme by organising workshops and coaching seminars specifically targeted to the needs of community-based organisations. Both programmes are key initiatives within FIFA’s social responsibility strategy, which aims to promote the use of football as a tool for social development.

“Without the support of long-term partners such as adidas, it would simply not be possible for FIFA to host global spectacles such as the FIFA World Cup and to continue our work to develop football worldwide,” said FIFA Marketing Director Thierry Weil. “adidas is an integral part of the FIFA World Cup story, quite literally featuring at the heart of the action at every tournament since the 1970 FIFA World Cup. We are delighted that this long-term strategic partnership will continue until at least 2030 and we are looking forward to writing new chapters of football history together.”

“Over the last 40 years, adidas and FIFA have worked closely together to develop football worldwide. Therefore, 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. “We are happy and proud that our close relationship with FIFA will continue. 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.”

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Gillette Canada has annoounced New York Islanders hockey star John Tavares will endorse the brand heading into the Sochi 2014 Olympic Winter Games.

Tavares is the new ‘face of Gillette’ in Canada and represents how both precise preparation rituals and the right equipment are essential when putting your ‘game face’ on. 

“Putting your game face on means never leaving anything to chance and doing whatever it takes to be completely confident and fully prepared for success, link ” said Tavares, the 23-year-old professional hockey player. “To compete and win at the highest level, I take nothing for granted, from fitness and diet to equipment and mental attitude. Confidence and success require precision and preparation and I use the same approach when it comes to grooming and looking my best. I take great pride in looking sharp and confident,” Tavares added.

Gillette will bring to life Tavares’ Game Face in an Olympic Winter Games campaign that includes print, television, and digital elements that salute the preparation, determination and commitment that goes into every game, especially the pursuit of gold. Canadians will get a first glimpse into Tavares’ game face, starting in early December.

“John Tavares is an elite athlete devoted to excellence and precision in everything he does and we are honored to work with him,” said Rob Chambers, Gillette Canada Brand Manager. “John’s proven approach to competing and winning clearly demonstrates the importance of knowing how to put your game face on and that the right preparation can make a big difference with those precise moments in the pursuit of gold.”

Tavares, in addition to his role as the face of Gillette in Canada, is among 12 Canadian Olympic and Paralympic hopefuls that Procter & Gamble, in cooperation with the Canadian Olympic Committee, is sponsoring as they prepare to represent Canada at the Sochi 2014 Olympic and Paralympic Winter Games.

Paris’ oldest fashion house, Lanvin has been announced as Arsenal FC’s official tailor.

The suits manufacturer will dress key representatives of the Club, including manager Arsène Wenger and first-team players.

Lanvin Homme will be worn by each member of the squad when on selected official Club appearances, including all home matches in the Premier League and Champions League as the players arrive at Emirates Stadium.

This collaboration, the first of its kind for both the Club and the fashion house, is officially unveiled for Arsenal’s Premier League match against Southampton on November 23, and will last for two seasons until 2015.

Vinai Venkatesham, Arsenal’s sales and marketing director, said of the partnership: “We are delighted to welcome Lanvin to the Club as our official tailor.

“The fashion house has a remarkable history and proud heritage, and is an institution in its field having opened in 1889, only three years after Arsenal played its first match. The suits are a classic design, and will give players and staff a unified and stylish appearance.”

FIAT Group Automobiles UK (FIAT) will remain the Official Vehicle Supplier to British Cycling after a new deal was struck until 2016.

FIAT has been a key supporter of British Cycling’s success across all levels of elite performance and grass roots participation since 2009.

In addition to the central partnership agreement, asthma FIAT has been a regular supporter of British Cycling’s major events programme, viagra with a presence at Track World Cups in Manchester, for sale London and Glasgow helping to ensure that British riders gain maximum exposure on home soil against the best in the world.

The extension will see FIAT continue to provide a fleet of support vehicles, including a number of the new FIAT 500L models, to key aspects of British Cycling activity.

Go-Ride Coaches will each use a new FIAT Doblo to make visits to schools and clubs in order to deliver practical cycling sessions for young people, while at the other end of the spectrum, vehicles from across the FIAT Professional range are used by elite performance coaches in major events throughout Europe.

British Cycling Chief Executive Ian Drake said: “As a market-leading car manufacturer, we are delighted to have been able to extend our working relationship with FIAT as we look ahead to delivering success in Rio 2016.

“FIAT has been a key supporter of our on-going membership drive and the continuation of this partnership further highlights the strength of the programmes we are running across all of British Cycling – from grassroots participation to elite performance.

“FIAT will continue to provide market-leading vehicles to key staff who are the face of the organisation and are actively working in schools and clubs throughout the country to develop cycling’s future talent. As a result, this strengthened relationship will benefit cycling as a sport as well as British Cycling as the National Governing Body.”

Elena Bernardelli, Marketing Director, FIAT Group Automobiles UK commented: “We are delighted to extend our association with Britain’s best performing sports federation and we look forward to helping them build upon their success in the sporting arena and cycling in general.

FIAT vehicles are a perfect match for the demanding requirements of British Cycling in terms of space, comfort, versatility and this is reflected in the significant increase in popularity of our vehicles amongst British Cycling members who are opting to purchase our vehicles. Our position as Europe’s lowest CO2 car manufacturer is also perfectly in tune with the ethos of cycling as a sustainable form of transport.”

Diageo, the world’s leading premium drinks business, has announced a multi-year marketing partnership with the National Basketball Association (NBA).

The deal will make Diageo the exclusive spirits partner of the league. Diageo brands Ciroc and Crown Royal will be integrated into marketing initiatives across the NBA and NBA Development League (NBA D-League), with Diageo conducting activities under the Baileys brand with the Women’s National Basketball Association (WNBA).

“Our brands have the unique privilege of participating in some of life’s greatest celebratory moments the world over and what better partner to bring those moments to life than the NBA,” said Peter McDonough, Chief Marketing and Innovation Officer, Diageo. “From the players and competition to fashion, music and nightlife, the NBA opens the door for us to leave a lasting impression with adult fans in truly innovative and meaningful ways around the game.”

As part of this partnership, Crown Royal will further drive its “Reign On” campaign, now in its second year, by providing fans access to players through unique video content on digital and broadcast channels. A multi-part video series titled “On Point” will debut on TNT and feature television personality Terrence J exploring game-changing NBA moments and unique aspects of the NBA lifestyle.

“Our new marketing partnership with Diageo will showcase the celebration around the NBA’s most extraordinary moments, both on and off the court,” said Mark Tatum, NBA Executive Vice President, Global Marketing Partnerships. “Storytelling about our game and our players is critical to broadening our reach and we’re excited to work with Diageo to create content that we know will resonate with our fans.”

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