Adidas Arena-SAE POPB naming rights deal

Article posted by Coliseum, July 27^th, 2022

Image: NP2F & SCAU

Design company Adidas has acquired a naming rights partnership for the new arena being developed at Porte de la Chapelle in Paris (France) for the 2024 Olympic and Paralympic Games.

‘SportsTravel’ stated that the German sportswear and equipment manufacturer has signed an initial five-year contract, renewable for a further seven years, with SAE POPB, the operating company which also manages Paris’ 20,300-capacity Accor Arena and Bataclan venues.

Adidas AG is a German multinational corporation, founded and headquartered in Herzogenaurach, Bavaria, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike.

The 2024 Summer Olympics, officially the Games of the XXXIII Olympiad and also known as Paris 2024, is an upcoming international multisport event scheduled to take place from July 26^th to August 11^th, 2024 in Paris (France).

‘SportsTravel’ further stated that the Paris City Council approved the deal, which is reported to be worth around $2.84 million per year, earlier this month.

The venue, previously known as Arena 2 at Porte de la Chapelle, will be one of only two new permanent venues developed for Paris 2024. It will stage badminton and rhythmic gymnastics during the Olympics and Para badminton and Para powerlifting during the Paralympics.

With a capacity of up to 9,000, the Adidas Arena will host concerts and sporting events throughout the year and will be the new home of domestic top-tier team Paris Basketball, following the Games.

Maintained Mathieu Sidokpohou, Managing Director for Southern Europe Adidas, “This is the first time a building has been named after Adidas in the world. Giving our name to the arena is a unique opportunity for us. The brand wants to create exclusive experiences for its spectators, but above all make a concrete commitment to the local residents, in particular by promoting access to sport for young women as part of the legacy of the values upheld by Alice Milliat (French association football manager). We will also offer an ideal venue in terms of equipment, training and support facilities to allow athletes to practice their sport in the best possible conditions.”

The new complex will include a living space, which will host hospitality, sports and entertainment events open to all throughout the year.

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