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Adidas increases MLS sponsorship

Adidas upped its sponsorship deal with MLS bet to $200 million, reports Tripp Mickle, who writes that the deal is worth $25 million annually, representing a 66 percent increase per year from Adidas’ 10-year, $150 million agreement signed in 2004.

Four years were still left on a 10-year, $150 million agreement with MLS when adidas opened the contract and agreed to new terms that will see it remain the official athletic sponsor and licensed product supplier to MLS through 2018.

Adidas remains the official supplier to all MLS clubs and youth academies, will continue to provide the league’s official ball and will remain the only athletic brand with advertising rights for all MLS games. It plans to increase its marketing support of teams and broadcast partners.

"Our new agreement with Major League Soccer will shape the future of the sport in America and create new opportunities for the next generation of American soccer stars,” said Patrik Nilsson, president of Adidas North America. “We’ve enjoyed a successful partnership with MLS during the last five years and are eager to build on that success.” MLS Commissioner Don Garber said, "Beyond the financial benefits, this is an important new agreement because the extension is a major statement by an international company that MLS is increasing in value."

Read the whole story at Sports Business Journal »

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