Adidas has put its global media account up for pitch, worth an estimated £377 million (A$713 million).
The sportswear giant is reassessing its media planning and buying arrangements, with incumbent EssenceMediacom understood to be defending the business. The agency, formerly known as MediaCom, has held the account since 2018, when it won the account from Dentsu’s Carat.
Carat worked with the sportswear brand for two decades before the account shifted to MediaCom.
The WPP agency oversees Adidas’ media strategy across key international markets, including Australia.
The review is expected to cover Adidas’ full global media remit, spanning both traditional and digital channels.
The news comes ahead of the North American 2026 FIFA World Cup. Adidas is an official supplier of the FIFA World Cup, providing match balls. It is also one of the most prominent team kit suppliers in the world.
Recently, Adidas unveiled the official away kits for 25 countries, including 13 nations who are qualified for the 2026 FIFA World Cup. In the first time in 36 years, the Adidas trefoil (the original logo) has returned to the jerseys.
B&T has contacted both Adidas and EssenceMediacom for comment.
