With this week's European club competition draws in Monaco officially heralding the 2009/10 campaign, UEFA will be extending its long-term partnership with adidas into a fresh cycle of seasons in the UEFA Champions League, UEFA Super Cup and the newly created UEFA Europa League.
The three-year deal, which was announced in July, will run until the end of the 2011/12 campaign and will see adidas not only consolidate its successful association with the UEFA Champions League but also provide for the first time the official match ball for all UEFA Europa League games. One significant indicator of the new agreement will be the UEFA Super Cup match ball supplied by adidas for Friday's encounter between FC Barcelona and FC Shakhtar Donetsk at the Stade Louis II.
Match balls used from play-off
adidas match balls have already been used this term for all UEFA Champions League games in the play-off round, which concluded on Wednesday. A new official match ball design will be unveiled each season and a special match ball produced for every UEFA Champions League final. The design of the official UEFA Europa League match ball is based on the official logo of the competition.
Extending global presence
In addition, adidas will further promote the UEFA Champions League and UEFA Europa League through a series of initiatives, including: UEFA Champions League match officials wearing a special kit featuring the UEFA Champions League starball design; and a truck travelling each match week to a different city in Europe to promote the UEFA Europa League. Furthermore, adidas will be expanding the range and global retail presence of its UEFA Champions League products as well as developing and selling a wide-range of official UEFA Europa League products in Europe and beyond.
Commenting on the agreement, Philippe Le Floc'h, UEFA marketing director, said: "We are very pleased that such a global player has chosen to renew and further extend its agreement with UEFA and with the European club competitions. This extension proves what a strong relationship we have and that UEFA's club competitions are an extremely important part of adidas's global football communications strategy. We are sure the platform will provide adidas with excellent opportunities to develop their prestigious brand and promote their football products across the world."
'Opens up new possibilities'
Klaus Filbry, adidas vice-president of global football sports marketing, commented: "We are delighted about this further step in our great partnership with UEFA. Collaboration in the world's most important club competitions opens up new possibilities for us and further strengthens our unique position in football. Together with UEFA, we will continue to help enhance the attractiveness of European club football for fans and players alike with our products."
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