U of L, adidas agree to 10-year, $160 million apparel deal - WDRB 41 Louisville News

U of L, adidas agree to 10-year, $160 million apparel deal

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LOUISVILLE, Ky. (WDRB) -- The University of Louisville and adidas have agreed to a new multi-million dollar deal.

U of L Athletic Director Tom Jurich announced the 10-year, $160 million deal at a news conference Friday morning. According to a news release, U of L and adidas agreed to extend their 19-year partnership through 2027-2028. The deal means adidas will provide all footwear, apparel and accessories and marketing support for all 23 of U of L's intercollegiate athletic programs.

It's adidas' largest deal with any school, essentially making U of L its flagship property. The deal also ranks in the top five nationally for all brands.

Athletics Director Tom Jurich did not go into detail about the deal, or how the money would be used, but he did talk about adidas' role in the expansion of Papa John's Cardinal Stadium.

"They've been great," Jurich said. "They've been a big part of it, and without adidas, we wouldn't have that expansion. That's how important they've been to it...We couldn't ask for a better partner in that expansion. That expansion is fantastic, and it's going to just be a beautiful addition, not only to the stadium, but also to the campus."

"This is not something we say we could give you some more signage or we could give your some more air time or TV commercials," Jurich added. "This is something that they are going to be a part of our life and a way of life. And I hope we are the same way with you." 

U of L and adidas have been partners since 1998. The new deal replaces the final year of the current contract that was set to expire in 2019.

Adidas says it's committed to U of L, despite its problems with the NCAA. 

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