After the extension of its long-term partnership with adidas for the UEFA Champions League together with an agreement for the UEFA Super Cup and the newly created UEFA Europa League back in July, the UEFA and adidas have announced that their long-term partnership is to continue with a comprehensive set of rights being granted for UEFA EURO 2012 and UEFA EURO 2016, along with all other national-team competitions in the period from 2010 to 2017 under the UEFA EUROTOP banner.
The long-term agreement places adidas as one of UEFA's top-level sponsors, while its licensing rights will include branded and unbranded opportunities, notably the rights to create and market the official match balls which will be used in all national-team events.
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For the first time, adidas has also been granted retail rights in relation to the UEFA European Championship and, alongside its own retail capabilities, it will work with Intersport, its long-standing strategic partner, to create a strong global sports retail programme.
In addition, adidas will implement a broad product supply programme, equipping the staff, officials, referees, volunteers, and ball boys and girls of all the national-team competitions during the agreement period. adidas will also give additional equipment support to UEFA's numerous football development and referees courses.
Commenting on the announcement, UEFA General Secretary David Taylor said: "It is significant that the first UEFA EURO 2012™ partnership agreement we are able to announce is with adidas. UEFA is all about football and the beautiful game is also at the core of adidas's business. They are the leading football brand in the sporting goods category, and beyond their promotional activities, they will also be providing top-level support to all our events and courses, through the provision of official match balls and other sporting goods and apparel.
"UEFA EURO is a hugely valuable and attractive event for sponsors to be associated with, and, with further agreements due to be announced before the end of the year, we are confident of completing the global sponsorship programme by the summer of 2010."
As well as UEFA EURO 2012™ and UEFA EURO 2016™, the UEFA EUROTOP agreement also involves a relationship with UEFA for all national-team competitions, including major tournaments such as the UEFA European Under-21 Championship (2011, 2013, 2015 and 2017) and the UEFA European Women's Championship (2013 and 2017), plus numerous education courses for coaches and referees through to the end of 2017, offering marketing and product support across this wide range of UEFA properties.
