Print Edition - 2018-09-11  |  Money Digest

Adidas extends Germany football sponsorship to 2026


Sep 11, 2018-

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. (Reuters)

Published: 11-09-2018 08:08

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