Around the Net

What's Adidas' $200 Million Deal With MLS Really Worth?

Barry Janoff asks if Adidas's new eight-year, $200-million (estimated) deal with Major League Soccer will be worth the money. It certainly is to MLS. "One of the major reasons Major League Soccer has become one of the top soccer leagues in the world is due to the support and commitment of Adidas," says MLS commissioner Don Garber in a statement. "They have a clear vision for the sport in North America, and they see MLS as a cornerstone of that vision."

An integral part of the alliance moving forward will be "a dedicated focus on youth development and programming to help shape the future of the sport in North America," the partners say. Sounds like the razor blade approach: Sell kids on playing fútbol instead of football and you'll sell more shin guards long term.

Adidas has been a partner of MLS since the league's inception in 1996, Janoff reports. In 2004, Adidas became the official athletic sponsor and product supplier for MLS, outfitting all league teams and supplying the league's official match ball.



Read the whole story at NY Sports Journalism »

Next story loading loading..