British Olympic Association sews up Adidas extension until 2032: Team GB athletes will continue to be kitted out by German sportswear giant up to and including Brisbane 2032.
The British Olympic Association (BOA) has extended its long-running partnership with Adidas until 2032.
Contract:
- Adidas to equip Team GB athletes for Los Angeles 2028 and Brisbane 2032 Summer Games
- Deal also covers 2026 and 2030 Winter Olympics in Milano Cortina and French Alps
- Athletes to be supplied with competition wear, as well as sport village and podium wear
Context:
The renewal continues a relationship that began at the 1984 Los Angeles Olympics and enters its 40th year for Paris 2024.
Alongside Team GB, Adidas is partnering with several other nations at this summer’s Games, including Germany, Hungary, Poland, Ethiopia, Ireland, Bahrain, Cuba, and Turkey.
Comment:
“Our Adidas relationship has become synonymous with our Olympic team, with over 40 years of iconic moments taking place since Adidas and Team GB first partnered in 1984,” said Andy Anson, chief executive of the British Olympic Association (BOA).
“Through unique design partners within Adidas’ network, such as Stella McCartney, Team GB’s kit has remained on the cutting edge throughout the lifetime of this partnership. We look forward to seeing some of the world’s elite athletes compete on the greatest stage wearing Adidas and Team GB uniform for years to come.”
Kathryn Swarbrick, senior vice president of Adidas Northern Europe, added: “We’re proud to announce the extension of our longstanding partnership with Team GB. Our 40-year collaboration shows the two brands’ commitment to elite performance and style.
“This relationship has produced some of the most memorable sporting moments and designs in Olympic history. On the eve of this year’s Games, Adidas looks forward to seeing the 2024 collection come to life, inspired by the fiery competitiveness within all athletes, on display in Paris.”