Breaking news: adidas announced today a record breaking partnership deal with the Brazilian Football Confederation (CBF), a never-signed-before deal of $450 million a year until 2078.
Nike lost one of its major national football team. The swoosh arch rival, adidas, signed an unprecedented sponsorship deal with Brazil, adding CBF to an already significant global Federation portfolio counting Argentina, Spain and Germany to name a few.
Nobody saw it coming, and it is still not explained how Nike let the “auriverde” fall into adidas’ net. A deal that will raise some eyebrows, considering the dollar spent and duration. The 3-stripes will give CBF a stunning amount of $450 million until 2078, securing the upcoming 16 World Cup and Copa Americas with Brazil wearing 3 stripes.
CBF President Marco Polo del Nero said: “We are proud to partner with adidas, a global brand that will walk hand in hand with us for the next 16 World Cups. The duration of the partnership was key to us, and it shows adidas’ long term commitment”.
adidas CEO Herbert Hainer said in a statement to BILD magazine: “Brazil is an undisputed football country and we are proud to partner with a symbol that has such a heritage in football.”
Nike refused to comment on the deal.