Athletic apparel and accessory company Adidas is seeing growth in sales and revenue, and now so is the Nebraska athletic department’s contract with the company.
Nebraska has been with Adidas since 1995, and will continue to be for a long time after the NU Board of Regents approved a new 11-year deal through 2028.
The deal is worth $128 million over the length of the contact, with about $64 million in cash and $64 million in athletic apparel and equipment products.
In comparing the previous and new NU agreements, the increase in cash and product goes from $1 million to $3.5 million in cash the first year, and $3.4 million to $5 million in product.
Nebraska already had an exclusive deal with Adidas, and did not receive offers from other companies, such as Nike or Under Armour, Nebraska Athletic Director Shawn Eichorst said.
Jim Murphy, the director of NCAA sports marketing for Adidas, said as of now this is the largest contract for an Adidas school. But that many change as schools negotiate new deals. Some other top Adidas programs are Kansas, Texas A&M and Louisville.
“Nebraska is an elite school within the NCAA landscape, and they’re certainly at the top of our portfolio as you rank our schools,” Murphy told the Journal Star.
With the new deal Nebraska and Adidas will partner even more. The company will use information gathered from the Nebraska Athlete Performance Laboratory in making its products. You’ll see the Adidas brand more in the Huskers’ facilities and locker rooms. There will be more special events, or special moments during games, where Adidas is involved.
“Really for us when we got together at the table it was just really identifying how we could strengthen this relationship, become more integrated, and how do the two brands leverage each other and spend more time with each other,” Murphy said.