adidas has retained its position as the official match ball provider to the German 1.Bundesliga and 2.Bundesliga football leagues after agreeing a new contract from the 2014-15 season until the end of the 2017-18 campaign.
The deal between the German sportswear and equipment giant and the German Football League (DFL) has been sealed after a tender process that has been running since May under the guidance of the League’s commercial arm, DFL Sports Enterprises.
Adidas holds the rights to develop and provide the official match balls for the Bundesliga since 2010-11 under a deal that was first announced in 2009. The company will continue as one of the Bundesliga’s official partners alongside Krombacher, Sky and Grundig. [Source: adidas.com]
I often point out how adidas and Nike position their brand in european football by inking matchball provider deals with top european leagues. Nike partners with the Barclays Premier League, La Liga and the Serie A and recently launched the Nike Incyte for those 3 leagues.
On the other hand, adidas leverages its marketing rights by supplying official matchballs to FIFA and UEFA global competitions (World Cups, Champions Leagues). Also, let’s not forget that along with the Bundesliga, adidas is also the French Ligue 1.