German sportswear brand adidas and Team GB, the body behind the Olympic team from Great Britain and Northern Ireland, have announced an extension to their existing deal, which will see the partnership continue until 2032.
The extension designates Adidas as the supplier for Team GB athletes for both the Los Angeles 2028 and Brisbane 2032 Olympics, as well as the two upcoming Winter Olympics in 2026 and 2030.
As part of the deal, Adidas will supply all Team GB athletes with competition wear across 36 Olympic summer sports and 16 Olympic winter sports.
The deal has been announced in the build-up to the 2024 Paris Olympics, beginning tomorrow (July 26) and running through August 11.
Athletes will also be supplied with village and podium wear during games-time, as well as at international youth events.
The last deal between Adidas and the British Olympic Association came in 2015, running through these upcoming Paris games.
Kathryn Swarbrick, senior vice president of Adidas Northern Europe, said: “We’re proud to announce the extension of our longstanding partnership with Team GB. Our 40-year collaboration shows the two brands’ commitment to elite performance and style.
“This relationship has produced some of the most memorable sporting moments and designs in Olympic history. On the eve of this year’s Games, Adidas looks forward to seeing the 2024 collection come to life, inspired by the fiery competitiveness within all athletes, on display in Paris.”
Andy Anson, chief executive of the British Olympic Association, added: “Our Adidas relationship has become synonymous with our Olympic team, with over 40 years of iconic moments taking place since Adidas and Team GB first partnered in 1984.
“Through unique design partners within Adidas’ network, such as Stella McCartney, Team GB’s kit has remained on the cutting edge throughout the lifetime of this partnership. We look forward to seeing some of the world’s elite athletes compete on the greatest stage wearing Adidas and Team GB uniform for years to come.”
Having begun at the Los Angeles Olympic Games in 1984, the Adidas-Team GB relationship remains the British Olympic Association’s longest domestic partnership.
Last week, Adidas also was announced as the new official apparel partner of Sky Sports’ golf coverage.
Sky’s on-air golf coverage team, including presenters, commentators, and crew, will wear Adidas apparel, footwear, and accessories, during live golf coverage and the sportswear giant will likely have a branding presence on Sky Sports broadcasts.
