As predicted, Adidas has signed a new contract with the University of Kansas, extending a six-year-old partnership through 2031 and stengthening its position in the performance segment of the American sports market to complement its renewed strength in the lifestyle segment. It will be the richest deal between the brand and a U.S. college, paying its various Jayhawks teams $191 million over the duration of the new contract, or $13.6 million annually. However, Adidas is paying more on an annual basis for the Cardinals under a previously signed ten-year contract with the University of Louisville, which is going to cost the Big a a total of $160 million.

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