World Cup

FIFA, adidas extend WC sponsorship

Adidas Soccer Ball
Adidas will continue to be the offical supplier of the World Cup.
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ZURICH (AP)

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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.

“This unique partnership ensuring our presence at all forthcoming World Cup tournaments will help Adidas enhance its position as the world's top football brand,” adidas Chief Executive Herbert Hainer said in a released statement.

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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