adidas, the German sportswear giant, has renewed its kit supply deal with the Scottish Football Association (SFA) until 2028.
The extension to the current partnership will see the brand’s role as the Scottish FA’s official kit supplier continue into its 18th year.
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Through the long-term renewal, Adidas will continue to provide kits for the Scotland men’s and women’s national teams, as well as the country’s youth sides.
The current agreement between the two parties, an extension signed in 2018, was due to expire at the end of this year.
The SFA first partnered with the major brand in 2010.
Chris Rawlings, Scottish FA chief commercial officer, said: “The renewal of our long-term partnership with Adidas is another positive step in what has been a positive year for the Scottish FA.
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By GlobalData“For over a decade now, the Scottish FA and Adidas have collaborated to produce innovative kit for Scotland supporters … We are proud of our association with Adidas and we look forward to continuing the partnership over the coming years.”
Chris Walsh, vice president of brand at Adidas North Europe, added: “We are delighted to extend the partnership we have with the Scottish FA that dates back to 2010. This is an exciting time for both the Scottish FA and Adidas, we are looking forward to how the partnership can grow further both on and off the field of play.”
In Scotland, Adidas also has kit deals with top-tier clubs Celtic and Aberdeen.
Meanwhile, the United States Soccer Federation (US Soccer) has agreed a new sponsorship deal with the Boston Beer Company ahead of the upcoming 2022 FIFA World Cup.
As part of a multi-year strategic partnership, the brewer’s Truly Hard Seltzer becomes the official hard seltzer of the governing body.
The tie-up will focus on “creating new experiences and elevating the matchday experience, and promoting inclusivity for fans of all backgrounds and identities globally.”
US Soccer and the brand will collaborate on integrated broadcast, digital, and in-person activations, while Truly will also utilize national team player appearances, exclusive co-branded giveaways, and expansive activations across entertainment and culture in local communities.
US Soccer added that it will “play a major role in Truly’s national on-premise and off-premise activation strategy in support of Truly hard seltzers.”
On matchdays, the drinks brand will leverage US Soccer displays and co-branded product integrations at retailers, bars, restaurants, and other prominent locations.
Truly and the federation will additionally work together to create the Truly United Cam digital campaign.
The agreement was facilitated by Soccer United Marketing (SUM), the marketing arm of Major League Soccer and US Soccer’s long-standing commercial rights partner.
However, the near-20-year relationship between the two parties will come to an end when their current deal expires later this year after the national body opted to take its commercial rights in-house.
The US will begin their World Cup campaign in Qatar against Wales on November 21. Their group also includes England and Iran.
Image: Ian MacNicol/Getty Images
