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Adidas buys the naming rights of a stadium for Paris 2024

Adidas acquires for the first time the naming rights of a sports facility.

The world giant of German sportswear has in fact acquired the naming rights of a new sports arena at Porte de la Chapelle in Paris that will host the 2024 Olympic and Paralympic Games.

The Adidas Arena it will be built in view of the Parisian Games of 2024 and will have a capacity of 9,000 spectators, will host concerts and sporting events up to the main event for France and its capital and will be the home of the Parisian basketball team.

The arena will also host badminton and rhythmic gymnastics competitions during the Olympics and badminton and weightlifting during the Paralympics.



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As reported by MKT Esportivo, the partnership agreement will have a duration of five years with the possibility of renewal for another seven at approximately 2.8 million euros a yearfor a total of 14 million euros.

Adidas has found the agreement and signed the contract with the Sociedad Anónima de Operación del Palacio Omnisports de Paris-Bercy (SAE POPB), the company responsible for Accor Arena and Bataclan.

“This is the first time in the world that a club has been named after Adidas. Giving our name to the gym is a unique opportunity for us “he has declared Mathieu Sidokpohoumanaging director of Adidas for southern Europe.

We are proud and honored to have signed a unique appointment agreement in the French market with Adidas “he added Nicolas DupeuxCEO of SAE POPB.

“The brand wants to create unique experiences for its viewers, but above all to make a concrete commitment to local residents, in particular by promoting access to sport for young womenas part of the heritage of values ​​defended by Alice Milliat “commented Sidokpohou.

The Paris City Council approved the partnership with Adidas with 33 votes in favor, 17 against and 26 abstentions.

“The adidas and gym teams are driven by the same creative passion and pursuit of excellence. We share a common vision of sport: dynamic, open to all and inclusive. We are delighted to have partnered to offer this new destinationa true beating heart of Greater Paris, committed to a high-performance environmental program and arousing collective emotions through sport, culture and entertainment “, concluded the CEO of Adidas.



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