Louisville will continue its relationship with Adidas, announcing a new five-year shoe and apparel deal projected to be worth $39 million.
"Adidas has been a loyal partner for 16 years and I am thrilled that we will continue through this significantly expanded agreement as we move into a new era in the Atlantic Coast Conference," Louisville athletic director Tom Jurich said on Thursday. "The synergies with the sport of soccer and our new stadium, future innovative uniform designs, and the passion adidas displays towards outfitting all of our student-athletes at the highest level nationally make this a model relationship."
According to ESPN's Brett McMurphy, the Cardinals' new deal ranks among the top five in college athletics and just behind Notre Dame and Michigan in terms of Adidas deals. Louisville's previous deal with Adidas paid $2.55 million per year and would've run through 2015.
Louisville's $8M/year adidas deal ranks just behind Notre Dame ($9M/year, UA) & Michigan ($8.2M/year, adidas)— Brett McMurphy (@McMurphyESPN) April 17, 2014
The lucrative new deal includes an investment from Adidas into Louisville's entire athletic program. According to the Courier-Journal, Adidas will partner with the school for advertising campaigns, facility expansions, video technology, spirit squad support and even establish an internship program for Louisville students.
Adidas' NCAA rep says goal is "making sure the other 49 states know the Louisville brand."— Jeff Greer (@jeffgreer_cj) April 17, 2014
Adidas lost a major draw earlier this year with the departure of Tennessee, but investing in Louisville could end up paying off. In 2012-13 the school celebrated a Sugar Bowl win against Florida, a men's basketball national championship, a women's Final Four and a College World Series appearance. The BCS win/Double Final Four/CWS was a first in major college sports, which is why we don't have a catchy name for it yet.
Louisville will officially join the ACC on July 1.