Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Bloomberg Customers

Businessweek Archives

ADIDAS spends Big With NBA

? Sopranos Ratings Slide Exposes Flaws in Ratings System |


| Saturn Changes Ad Slogan. Hopes For The Best ?

April 11, 2006

ADIDAS spends Big With NBA

David Kiley

Three months after its $3.8 billion purchase of Reebok, the National Basketball Association inked an 11-year global merchandising deal to make Adidas the official uniform and apparel provider for the NBA, the Women's National Basketball Association and NBA Development League. Slam dunk!

The contract is estimated to cost the sneaker maker $400 million, far more than the 10-year, $250 million contract Reebok signed with the NBA in 2001. Beginning in the 2006-07 season Adidas will get its logo on all NBA apparel, including warm-ups. Reebok had a similar deal. The deal doesn't extend to actual team uniforms.

TV ratings of NBA telecasts may be off, and there has been a decline of middle-class, middle-income men in the audience. But Adidas rightly views this as a global play, with dividends in emerging markets like Asia.

The NBA has always had the biggest global reach of the major professional team sports based in the U.S., and both Adidas execs and NBA Commish David Stern cited the Asian market where basketball is growing.

11:20 PM

brands deals

TrackBack URL for this entry:

blog comments powered by Disqus