Adidas Signs Marketing Agreement

Share this content:
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


SportsLine.com and its Sports.com European subsidiary.


According to the letter of intent for the three-year


deal, adidas will advertise its brand and products on


CBS SportsLine at www.cbs.sportsline.com and


www.sports.com. In addition, adidas products will also


sell on Sports.com, 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


dollars.


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


new market that SportsLine and Sports.com 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 Sports.com site will soon be


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


visual by simply clicking on it.


In return, Sports.com 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 www.thestore.adidas.com can buy over 500


company products. European consumers, on the other


hand, were able to buy adidas products only March


onwards at www.adidas.com/thestore.


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


brands.
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above