SportsLine.com Inc. (SPLN), the publisher of CBS SportsLine and the majority owner
of European subsidiary Sports.com Ltd., on
Wednesday forged a global alliance with the second-largest maker of
sporting goods in the world — adidas-Salomon AG.
Although financial terms of the three-year deal were not disclosed, the
companies characterized it as a “multi-million dollar” alliance.
The agreement calls for adidas to advertise its brand and products on CBS
SportsLine and the Sports.com sites. In the European countries where
Sports.com operates sites — Germany, the United Kingdom, France, Italy,
and Spain — adidas products will be offered in e-commerce areas.
Sports.com will receive off-site advertising and sponsorship sales support
Although the venture currently includes Europe and the United States, it
will also extend to other regions where the two media companies establish a
“adidas is one of the truly great global brands,” said Mike Levy, founder,
chief executive officer and chairman of SportsLine.com and chairman of
“The ability to leverage the worldwide reach generated by SportsLine.com’s
and Sports.com’s global leadership in the online sports business has
enabled us to establish this relationship with adidas.”
adidas-Salomon AG, based in Herzogenaurach, Germany, markets athletic
apparel, shoes, and other products in more than 160 countries, under the
adidas, Salomon, Taylor Made, Mavic and Bonfire brand names.