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Germany and Adidas extend partnership until 2022

Lukmon Oloyede.

Sportwear giant Adidas has extended their sponsorship deal with the German Football Association (DFB) until 2022.

DFB President Reinhard Grindel and Herbert Hainer, CEO of the adidas Group, confirmed in Paris that adidas will remain the Official Supplier of the world’s largest sports federation until 2022. The deal, which was due to run out in 2018, will now last until 2022.

Speaking on the extension, DFB President Reinhard Grindel said: “These were the most transparent, most demanding and ultimately for the DFB the economically most successful negotiations in the history of our Association. I am very pleased that we’ve managed to extend the contract with adidas, our partner for decades. Adidas is reliable, knows the DFB and is supporting us with upcoming innovations such as the construction of the new DFB academy or the further development of fussball.de. We will use the money to make the DFB and German football even better. Our investments will be focused on both professional football and the work done at the grassroots level. We will also strengthen our national associations and further improve in particular our talent promotion programmes.”

According to the CEO of adidas Group Herbert Hainer the sportwear is looking forward to continuing its close and trusting cooperation with the DFB. “We belong together, as both the DFB with its national teams and we as an international sporting goods company excellently present Germany around the globe. We represent everything the ‘made in Germany’ seal of quality stands for: we are successful, we are innovative and we deliver quality; we are cosmopolitan, multi-cultural and bring joy. As part of our long-term strategy, we will increase our production volume in Germany again and plan to also produce the DFB jerseys directly in our home market”, he said.

The partnership between the DFB and Adidas has lasted for over 60 years, and together they have celebrated many sporting successes including four World Cup and three EURO titles for the German men’s national team and also two World Cup and eight EURO trophies for the German women’s national team.

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