Adidas named as 2012 sponsor

Source: Retail Digital

Date :21/09/2007 17:10:34

The German sports maker will invest £100 million pounds in the 2012 Olympics.

The deal is the biggest ever single event sponsorship investment by the company in the United Kingdom.

Adidas will have exclusive licensing rights for branded and unbranded sports wear at London 2012 venues and stores.

Adidas Chief Executive Herbert Hainer said: “We want to become the leading sportswear brand in the UK, Europe's largest sportswear market.”

Lord Coe, the chairman of the London Organising Committee, said: “Adidas are a perfect partner for us as we share many common goals including a vision to reach out and inspire young people in the UK and beyond.”

The total raised for the games so far is £230 million.

The two previous companies to have signed up with London 2012 are Lloyds TSB for £80 million as the banking and insurance partner, and EDF Energy as utility services partner.

London is aiming for a further five or six partners by the time the Games take place and are expected to announce a fourth in the next few months.

September 21 2007

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