Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Adidas to Pay 50 Million Euros a Year for Germany Sponsorship

Adidas extended its sponsorship of the German Football Association until 2022, paying about twice the amount of its previous agreement.
Adidas football | Source: Shutterstock
By
  • Bloomberg

HERZOGENAURACH, Italy — Adidas AG extended its sponsorship of the German Football Association until 2022, paying about twice the amount of its previous agreement.

The sportswear maker will pay €50 million ($57 million) a year, chief executive officer Herbert Hainer said at a press conference in Paris Monday. Adidas would have liked to extend the partnership beyond 2022, though the association, known as the DFB, wanted a shorter deal, he said.

Adidas last week forecast record soccer sales this year as business is boosted by the monthlong European championship being played in France. The company has sponsored the DFB for more than 60 years.

By Aaron Ricadela and Paul Jarvis; editor: Matthew Boyle, Thomas Mulier and Alastair Reed.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from News & Analysis
Fashion News, Analysis and Business Intelligence from the leading digital authority on the global fashion industry.
view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024