The French athletics federation (FFA) has extended its long-time partnership with Adidas. The contract calls for the supply of equipment for athletes and officials, as well as a lump sum and a bonus depending on the performance of French athletes. Adidas and the FFA have been partners for more than three decades, strongly contributing to the brand’s tight relationship with French sports consumers. The new deal is another all-encompassing agreement, under which Adidas will deploy marketing investments to stimulate French athletics at all levels, from leisurely jogging to trail running and competitive athletics – the latter with an eye to the 2010 Olympics in London. The two parties agreed not to discuss the exact conditions of the deal.

Topics