FC Copenhagen in adidas
The leading soccer team in Scandinavia FC Copenhagen have decided to switch from Kappa and to adidas.
The deal will be effective starting in July 2012 and will be valid for 4 years.
Copenhagen did play in adidas already once during the 1990s but since then adidas has been primarily been associated with the likes of Brondby in Denmark, IFK Gothenburg in Sweden, and Rosenborg in Norway.
However, the cooperation with Brondby has ended most likely due to poor results and a lot of off the pitch trouble inside the club. Since adidas is no longer spending big time on the Liverpool sponsorship it might have freed up resources for an engagement with FC Copenhagen.
The press release states that it is the biggest sponsorship in the history of adidas in Scandinavia with any football club.
The biggest allure probably comes from the fact that FC Copenhagen is well suited to secure regular participation in the biggest club tournament of them all. The UEFA Champions League. The CL is broadcoast across the globe and brings a global audience and a lot of focus on the participating clubs and of course on their apparel sponsors.