One of the longest and most successful partnerships in sport continues: Today, the German Football Association (DFB) and adidas officially announced the extension of their long-term partnership. DFB President Reinhard Grindel and Herbert Hainer, CEO of the adidas Group, confirmed in Paris that adidas will remain the Official Supplier of the world’s largest sports federation until 2022.

March 8 – FC Barcelona signs football’s most lucrative jersey deal… Samsung partnership with Chinese Super League represents “new era”… SAP teams with German football… Rangers sell stadium naming rights… More inside in this edition of The Sponsorship Column.