Adidas Sponsors US Soccer to Boost Profile | Business| Economy and finance news from a German perspective | DW | 05.10.2004
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Adidas Sponsors US Soccer to Boost Profile

Sportswear maker Adidas-Salomon will become an official sponsor of professional soccer in the United States, in a push to improve its position in the problematic North American market, Reuters news agency reported. Starting in the 2005 season, the German firm will sponsor the professional MLS soccer league for 10 years. It will provide equipment for all twelve teams, the Handelsblatt newspaper reported. "That will give us more stability in our US business," Adidas marketing chief Erich Stamminger said. Adidas has had problems in the US market for more than a year, and has entered into a price war with market leader Nike.