The agreement will provide Adidas, already a sponsor of the event, with a tailored marketing package, which will include title sponsorship, customer usage promotions and various multimedia advertising opportunities. The financial details of the deal have not yet been revealed.
In addition, Adidas will be given branding opportunities across Yahoo's network of sites, which attract 219m unique visitors a month.
Herman Deininger, head of global business development at Adidas parent Adidas Saloman AG, said: "Our digital marketing activities are becoming increasingly important. This partnership with Yahoo! and the official Fifa World Cup site will not only multiply our Adidas online community, it will also encourage users to interact with our products, athletes and teams on Adidas.com"
Yahoo! signed up as sponsor of the 2002 and 2006 World Cup tournaments, in Korea/Japan and Germany respectively, in September.
The official World Cup site will provide football fans with real-time information, breaking news, exclusive vintage video highlights, photo galleries and trivia games and competitions. It is available in six languages: English, French, German, Spanish, Korean and Japanese.
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