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X05: Microsoft announces strategic partnership with adidas

Xbox 360 will be promoted in conjunction with sportswear manufacturer adidas, with kiosks installed in stores worldwide and advertising cross-promotions focusing on the run up to next year's FIFA World Cup.

Along with new games and an update on the Halo film's progress, Microsoft's tonight announced a strategic long-term alliance with sportswear manufacturer adidas, encompassing a range of football (soccer) oriented initiatives.

The alliance will see Xbox 360 kiosks appearing in adidas stores worldwide and at grassroots football events leading up to next year's FIFA World Cup, while Microsoft will join adidas in supporting MTV's "Goal - Germany 2006" TV series, kicking off this November, which charts the progress of 10 young footballers trying to make it into their national squads in time for next summer's tournament.

The two firms will also engage in various cross-promotional exercises to herald the release of Goal: The Movie. Furthermore, adidas will install content on Xbox 360 consoles, while Microsoft will enjoy presence on adidas' FIFA 2006 World Cup mobile portal.

"The alliance between adidas and Xbox reflects the fact that sports, lifestyle and video games are inextricably linked," said Peter Moore, corporate vice president of Worldwide Marketing and Publishing for Xbox at Microsoft Corp. "Xbox 360 is a place where all three of these elements come together to truly amplify the sport experience. We look forward to working with adidas on this exciting program."

Richard Prenderville, head of Global Media at adidas, added, "We are really excited by our alliance with Xbox 360. The innovation it is driving is something we believe in at adidas, and our collaboration will excite an entire audience who love to game indoors and out."

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Tom Bramwell avatar
Tom Bramwell: Tom worked at Eurogamer from early 2000 to late 2014, including seven years as Editor-in-Chief.