Adidas and the Ministry of Education of China have signed a memorandum of understanding in Berlin, Germany on July 10, during the 5th German-Chinese government consultations renewing their partnership for another three years. The Chinese Minister of Education, CHEN Baosheng, and Adidas Senior Vice President of Global Sales, Winand Krawinkel, signed the memorandum.
Adidas first reached a three-year partnership with the Ministry of Education in 2015 to contribute to the development of youth football in China. It is understood given the sound collaboration during the first three years, that Adidas and the MOE decided to renew and strengthen their collaboration.
During the next three years, Adidas will not only assist in the development of campus football in China, but will also include the sport of basketball.
The brand will support youth football and basketball leagues, competitions, elite training campuses and other events and activities. It will use its global resources and experience to drive sport education reform in China and assist with coach training.
Adidas will also continue to facilitate youth sports programs between Germany and China, such as international friendlies and training campuses, and to help with MOE’s cooperation with top German football clubs and German youth sports associations.
Additionally, as an important part of the new memorandum of understanding, Adidas will continue to support underdeveloped communities/areas in China.
As described by the official news, Adidas has up to now helped the MOE train over 17,000 sports teachers in China, supported close to 3,000 students for summer/winter campuses and has donated over 180,000 footballs to more than 3,000 schools across the country, covering more than 1m students.
Not long ago, the brand title sponsored the China University Football Association League for five years, leaving its footprint in one of the most important national university-level football leagues in China.
In the lively youth football and basketball development field in China, Adidas has certainly made a noticeable presence and has taken its place in marketing to the younger generation in China.
Source: PR Newswire
Proofread by Raymond Fitzpatrick