German football agrees €100m Adidas investment: What impact will it have, and does it make sense?

Adidas has agreed an investment of €100million (£87m, $116.8m) into the Bundesliga, which governs the top two divisions of German football.The German sportswear manufacturer has confirmed the deal, intended to support the growth of the leagues and the development of its 36 member clubs.The investment will be used to support the league’s central marketing objectives and allocated according to agreements between the executive board of the Deutsche Fussball-Liga (DFL), who operate the two leagues.Advertisement