adidas prolonge son association avec la MLS jusqu’en 2024

adidas MLS

adidas AG et la Major League Soccer vont prolonger leur accord existant pour 6 années supplémentaires, représentant l’investissement le plus important de la marque sur le sol américain. 

Ce nouvel accord arrive au moment où la MLS grandit et passe à 22 équipes dans le championnant majeur, championnat qui a établi de nouveaux records d’audience dans les stades et à la télé, et des records de chiffres d’affaires sur les produits de merchandise. La MLS devrait d’ailleurs accueillir 6 nouvelles franchises d’ici 2024, ce qui devrait augmenter ces chiffres d’audience et de chiffres d’affaires encore plus. En effet, la franchise d’Atlanta United FC enregistre plus de 46 000 fans lors de ses rencontres à domicile. 

« adidas est le leader mondial de notre sport, et ce contrat va aider à renforcer notre positionnement comme la property football la plus importante d’Amérique du Nord. » a déclaré le Commissionner de la MLS, Don Garber, durant une conférence de presse téléphonique à Chicago, où se disputera le All-Star Game mercredi prochain. Garber a d’ailleurs ajouté que ce contrat sera l’accord commercial le plus important de l’histoire de la Ligue.

Bien évidemment, le montant de l’accord n’a pas été communiqué, même si certains média nord-américains l’estiment à près de 700 millions de dollars (590 millions d’euros), soit environ 100 millions d’euros par an. 

A travers ce nouveau deal, adidas cherche à surfer sur la vague du football, qui fait petit à petit son nid au niveau grassroots (la base des pratiquants). L’équipementier allemand restera le fournisseur officiel des MLS youth academies, des development league et des « youth-affiliated clubs », ce qui signifie que cette prolongation de contrat touchera plus de 85 000 joueurs de football. Selon Mark King, président d’adidas North America, cet accord offre un accès unique et exclusif, inimité à date dans les autres ligues sportives. 

« Nous avons l’opportunité d’être présent à tous les niveaux » a déclaré King durant l’entretien téléphonique. « Vraiment aucune autre ligue ne propose cela, du haut de la pyramide jusqu’à la base des pratiquants âgés d’environ 6 ans. »

A la création de la MLS, en 1996, adidas équipait 3 franchises MLS, avant de devenir l’équipementier majeur de la ligue en 2004, équipant toutes les franchises nord-américaines. C’est la deuxième fois que le partenariat sera prolongé, après une première prolongation en 2010. 


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