Apparently encouraged by the success of its sneakers in America, Adidas is taking a more active role in U.S. sports. It has just signed the fourth-highest college sports deal in the U.S., committing to the payment of $160 million over a 10-year period to sponsor the University of Louisville in Kentucky. The contract comes right after Under Armour's 15-year deal with UCLA, which costs $18.7 million a year, and Nike's 15-year contracts with the University of Texas and Ohio State University, each of which is worth about $16.7 million annually. Adidas has also extended its contract with the University of Nebraska, supplying all its 24 varsity sports teams through 2028 for $11.7 million a year.

Topics