SEPTEMBER 8 - LONDON 2012 tier-one sponsor Adidas today signed a new multi-million dollar deal to sponsor Russia's football team as they target the former Soviet states as its biggest market in Europe.

 

Adidas has replaced Nike as the official supplier of the Russian Football Union (RFU) the company announced today and the senior side will wear the company's kit for the first time on Wednesday in their World Cup qualifying match against Wales in Moscow.

 

Russia are considered to be one of the biggest threats to England's bid to host the World Cup in 2018 and the support of Adidas could be a crucial factor.

 

Adidas has a very close relationship with the world governing body FIFA, dating back to 1970 when the company supplied the balls at the Mexico Cup World Cup.

 

Adidas has already agreed deals with FIFA to be an official sponsor at the 2010 World Cup in South Africa and Brazil in 2014.

 

The company said in May that Russia and the other former Soviet states could become its biggest market in Europe by 2010, growth that would undoutbedly be expanded by Russia hosting the World Cup for the first time in its history.

 

Adidas said its market share in Russia is more than twice that of its nearest competitor and that the focus on key accounts and the expansion of single-brand stores have driven growth for both Adidas and its Reebok division there.

 

Adidas said at the end of 2007 that it operated more than 460 stores in Russia and the other former Soviet states, and it is planning to increase that number to more than 750 stores in 2008.

 

The company said it is also the leader in the Ukraine, and successfully entered the market in Kazakhstan in 2007.

 

Adidas Chief Executive Herbert Hainer said: "Adidas is the clear market leader in Russia.

 

"The new partnership constitutes a perfect alliance between the global number one football brand and a strong team with a huge potential."

 

The Russian Minister of Sports, Tourism and Youth Policy, and president of the RFU, Vitaliy Mutko, said the new partnership with German-based Adidas should popularise the number one sport for the entire country and have benefits for both parties.

 

England are sponsored by Umbro, who were recently taken over by Nike, the biggest sports company in the world and Adidas' closest rivals.