Germany's Adidas said on Wednesday it signed an eight-year extension of its sponsoring partnership with Real Madrid, covering soccer and basketball. “First formalized in 1980 and then re-established after a short break from the 1998/1999 season, the Adidas and Real Madrid partnership has seen the club become the most successful on the European stage, delivering eight UEFA MEN’S CHAMPIONS LEAGUE™ trophies in this period while wearing the Three Stripes,” it said in a statement. “From best-in-class technical performance wear that has supported athletes like Zinedine Zidane, Toni Kroos, David Beckham and Jude Bellingham on the field of play, to culture-wear that enables fans to carry their support through all parts of life, the partnership has created some of the game’s most famous sportswear,” it added. “The new agreement follows shortly after the release of the new Real Madrid Home jersey, a design that brings the finer details of the club’s crest to the fore with deep green and bold pink details,” the statement said. “The strategic alliance between Real Madrid and Adidas has helped us, over these three decades, to experience one of the most wonderful periods in our history. It has also enabled us to continue nurturing this universal feeling known as madridismo,” the statement quoted Florentino Pérez, president of Real Madrid, as saying. Adidas CEO Bjørn Gulden expressed pride that “the Three Stripes will continue to be part of this extraordinary success story.”
