MUMBAI: FIFA and Adidas today formally announced an extension of their long-term partnership agreement granting Adidas the official partnership, suppliership and licensing rights for the FIFA World Cup in 2010 and 2014.

FIFA and Adidas have been partners since 1970, making their partnership one of the longest and most successful in modern sports marketing history.

This long-term strategic commitment to the FIFA World Cup ensures extensive Adidas presence at the world’s most watched sports event in 2010 and 2014.

The contract offers Adidas extensive licensing and event rights around the FIFA World Cup, including joint marketing programmes, innovative Internet co-operations, priority access to TV advertising and premium stadium signage for all games of the tournament.

Adidas will also supply the official match ball of the FIFA World Cup and match officials’ equipment for every game. In addition, an extensive Adidas/FIFA World Cup license product range will be on sale worldwide.

Adidas also secured similar rights to all other major FIFA tournaments during this time period, including the FIFA Women’s World Cup and the FIFA World Youth Championship. The contract was reached with FIFA in Zurich, Switzerland, the terms of which were not disclosed.

"In football you say: Never change a winning team. Over the last 35 years Adidas and FIFA have proven to be a winning team. We share a history and we share a passion: the passion for football. Therefore, we are very proud and happy to extend this unique partnership until 2014," said Adidas-Salomon AG CEO Herbert Hainer. "

FIFA president Joseph S Blatter said, "Over time, the business partnership between Adidas and FIFA has blossomed into a true friendship. Football and Adidas have become one. FIFA is very happy to further extend and deepen this relationship after having gone through an open and extensive tender."