The World: Portland - Adidas extends football sponsorship

Adidas has extended its 35-year relationship with Fifa to include the sponsorship of the World Cup in 2010 and 2014 in a deal worth $350 million.

The contract covers all other major Fifa tournaments taking place during the period, including the Women's World Cup and World Youth Championship.

As the sponsor, Adidas will receive priority access to TV advertising, rights for joint marketing programmes and will supply the balls for the competitions.