Adidas is First Past the Olympic Sponsorship Tape

18 March 2004

German-headquartered sportswear and sports goods company Adidas (world number two after Nike of the US) breasted the summer Olympics sponsorship tape yesterday, thereby gaining considerably more than the glory of taking part.

The Teuton titan was confirmed Wednesday as the official sponsor of the Athens games this summer, a coup that is not only certain to boost current brand awareness but also turbocharge future sales.

Having experienced a 30% sales upsurge after sponsoring the 2002 soccer World Cup, Adidas expects its latest investment to live up to the Olympic motto: Citius, Altius, Fortius -- Swifter, Higher, Stronger.

In addition to brand exposure across every facet of the games, Adidas will provide clothing and footwear to all judges, volunteers, athletes and staff in the transglobal Olympic flame relay.

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