Posted Jul 22, 2022, 10:05 AMUpdated on Jul 22, 2022 at 10:12 am
This is an unprecedented naming contract on the French market: that of the future Adidas Arena at Porte de la Chapelle in Paris, which will house the badminton, para-badminton, gymnastics and para-weightlifting events of the 2024 Olympic and Paralympic Games. This partnership, which amounts to 2.7 million euros (however far from the 15 to 25 million of a 02 in London or a Crypto.com Arena, ex-Staples in Los Angeles), is carried by the will to transform the neighborhood to make it a destination at the crossroads of music, sport, culture and lifestyle.
“This is Adidas’ first ‘naming’ in the world. The brand wants to create exclusive experiences for its spectators but above all to commit to the inhabitants, by promoting access to sport, especially for young women”, explains Mathieu Sidokpohou, General Manager Southern Europe of Adidas.