Adidas on Sponsorship Starting Block at London Olympics

20 September 2007

LONDON: Sports equipment and apparel giant Adidas has signed up to become the third top-tier partner of the 2012 London Olympics.

The German-headquartered company, which already supplies the British Olympic Association and the British teams, lines up with Lloyds TSB bank and energy supplier EDF.

The financial details of the deal have not been disclosed but it rumoured to be worth around £80 million ($159m; €114m).

The London Organising Committee of the Olympic and Paralympic Games is still seeking top-tier sponsors in the airline, telecoms, automotive, beer, oil and gas, and clothing and homeware sectors.

Data sourced from Brand Republic (UK); additional content by WARC staff