Adidas Signs Marketing Agreement

German sporting goods marketer adidas-Salomon AG took

its first major plunge on the Internet yesterday with the

decision to form a marketing and e-commerce

relationship with U. S. sports media company and its European subsidiary.

According to the letter of intent for the three-year

deal, adidas will advertise its brand and products on

CBS SportsLine at and In addition, adidas products will also

sell on, which operates local-language

online stores in the U.S., Germany, France, Italy,

and Spain.

"We don't look at e-commerce today as separate from

the Internet, but we want to look at this as a whole

[and] we want to exploit the opportunities," said

Peter Csanadi, spokesman of adidas.

Financial terms of the deal were not disclosed,

although Csanadi said it was in the millions of


The alliance will cover the U.S., Europe and Asia, a

new market that SportsLine and soon intends

to enter. Plans call for cross promotions between the

two online companies and adidas, including

co-marketing through Web- and land-based events.

While little is known about the e-commerce aspects of

the deal, Csanadi said that contextual sales

will play an important part in the deal. So, for

instance, visitors to the site will soon be

able to buy an adidas product displayed on a player's

visual by simply clicking on it.

In return, will get offsite advertising and

sponsorship sales support from adidas media buys.

Based in Herzogenaurach, Germany, adidas first started

selling online to U. S. consumers in mid-1999.

Visitors to can buy over 500

company products. European consumers, on the other

hand, were able to buy adidas products only March

onwards at

adidas last year recorded revenues of nearly $5

billion, most of it through bricks-and-mortar store

sales of footwear, apparel and hardware products under

the adidas, Salomon, Taylor Made, Mavic, and Bonfire


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