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Nov 21, 2013

FIFA, Adidas extend deal

ZURICH -- FIFA says World Cup ball supplier Adidas has extended its sponsorship to 2030.

The deal, announced Thursday in Moscow, will eventually complete a 60-year partnership.

The value was not disclosed, though FIFA top-tier sponsorships are currently estimated at about $100 million per four-year World Cup cycle.

Adidas will provide the "Brazuca" ball next year in Brazil after the much-criticized "Jabulani" was unpopular with players at the 2010 World Cup in South Africa.

Adidas is among six top-tier FIFA World Cup partners.

Coca-Cola and Hyundai previously extended their deals through 2022. Second-tier sponsor Budweiser is also signed until then.

FIFA earned $1.072 billion in marketing revenue from the 2010 World Cup. Most sponsors signed two-tournament packages to include Brazil.

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