BOA and Adidas Extend Partnership to 2024

The British Olympic Association (BOA) has agreed an eight-year extension of its partnership with adidas.

The deal with the sportswear brand will last up to and including the 2024 Olympic Games.

The two parties extend a relationship that was first established in 1984 and sees adidas remain as the BOA’s longest serving domestic partner.

adidas continue as the Official Sportswear Partner for Team GB as well an Official Team GB Licensee, producing replica and official supporter apparel, accessories and footwear.

Also as part of the agreement, adidas will kit out Winter and Summer Olympic athletes in competition and village wear across all 35 Olympic sports, as well as the various international Festivals and Games where Team GB are represented.

BOA Chairman Lord Coe said: “The BOA is incredibly proud to have such a long standing partnership with adidas. To have them as part of Team GB looking ahead to PyeongChang 2018, Tokyo 2020 and beyond is vital for our continued Olympic sporting success.

“Los Angeles ‘84 holds such fond memories for me as an athlete and knowing that adidas have been with Team GB on the journey since those Games shows the strength of the relationship between our two organisations.”

BOA Chief Executive Bill Sweeney said: “adidas have shown over many years what an incredible track record they have in creating high-performance product for Team GB across multiple Olympic sports and we are proud to be extending our close relationship with them through to 2024 – a partnership of 40 years.

“This eight year deal reinforces the long-term value of the Team GB brand and represents a significant step forward in our post-London 2012 commercial programme.”

adidas UK Brand Director Barry Moore said; “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