BrandArena: adidas extends British Olympic Association partnership to 2024

Thursday 23 April 2015

adidas extends British Olympic Association partnership to 2024

With less than 500 days to go until Rio 2016, Sportwear adidas has extended its partnership its relationship with the British Olympic Association (BOA) up to and including the 2024 Olympic Games.

The renewal, confirmed on Monday, sees the continuation of a relationship which began at the Los Angeles Olympics of 1984. Adidas will continue as Team GB's official sportswear partner, with the company also continuing as an official licensee. It will continue to produce Team GB-branded clothing, accessories and footwear.

The BOA's current Adidas agreement was signed in November 2011 and due to expire at the end of next year's Olympic Games in Rio de Janeiro.

“The BOA is incredibly proud to have such a long standing partnership with Adidas," said Lord Sebastian Coe, the BOA's chairman.

According to adidas UK's brand director Barry Moore, “Adidas are excited to announce the extension of our partnership with the BOA through to 2024. We look forward to providing high-performance, innovative apparel and footwear to the British athletes as they compete on the biggest sporting stages.”

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