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FIFA, adidas extend partnership through 2030

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When World Cup hype reaches its peak in Ma and June of next year, it will difficult to remember more than one company makes soccer balls. Or boots. Or kits and other equipment. Once World Cup 2014 kicks off it will be all stripes, no swooshes, just as it’s been for every tournament since 1970. Since Mexico 1970, adidas has become inextricably linked with soccer’s main event. To see another name on the ball would be like seeing Michael Jordan lacing up a pair of Reeboks.

So it’s little surprise that today, at a ceremony in Moscow, FIFA and adidas announced their partnership has been extended until at least 2030, a duration during which the apparel company will be the continue to develop the official match ball and hold licensing rights to ‘FIFA World Cup’.

Or, in corporate speak, per adidas’s Thursday release:

FIFA and adidas have been partners since 1970 … The contract offers adidas broad licensing and event rights around the FIFA World Cup. adidas will continue to supply the Official Match Ball of the FIFA World Cup and provide unique uniforms for thousands of volunteers … adidas also secured similar rights to all other FIFA tournaments during this time period, including the FIFA Women’s World Cup and the FIFA U-20 World Cup.

For many fans, this news will get a decided “meh.” For others, the apparel and fashion surrounding the game is an essential part of their soccer lives. What’s going on with the new boots? Who’s developing which team’s kits? How many panels will the next ball have? FIFA’s choice of partners is a big (if rarely discussed) part of that world.

FIFA’s continuing relationship with adidas is major news mostly because of the alternate possibilities. Had FIFA signed a deal with, say, Nike, it would have marked a huge shift in sports marketing, let alone soccer branding. With the FIFA-adidas partnership set to last five more World Cups, it’s almost impossible to imagine another name have such prominence at soccer’s main event.

With today’s announcement, adidas’s rights will extend into a 60th year, a sustained relationship the Germany-based company touted in announcing today’s extension.

“Over the last 40 years, adidas and FIFA have worked closely together to develop football worldwide,” adidas CEO Herbert Hainer noted.  “Therefore, it was a natural step for us to extend one of the most successful partnerships in the history of sports marketing. We are happy and proud that our close relationship with FIFA will continue.”

Understandably so. It would be a major low to adidas, a company built on its soccer presence, to lose the rights to the World Cup. Thankfully, FIFA seems in no hurry to make that chance. The two will be together for another 16 years. If not more.

VIDEO: T&T women’s team gives away one of the most bizarre PKs

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Play until you hear the referee’s whistle. In theory, so simple. In practice, it only takes a single second of concentration lapse to become an internet sensation for all the wrong reasons.

[ FOLLOW: All of PST’s USWNT coverage ]

Such is life for Karyn Forbes, member of the Trinidad and Tobago women’s national soccer team. In the above video, you’ll observe Forbes, a 24-year-old midfielder, giving away perhaps the most bizarre penalty kick you’ll ever see. You’ll have to watch for yourself to believe it.

[ MORE: USWNT opens Olympic qualifying with 5-0 victory ]

Unfortunately for Forbes, though the whole of the ball might have crossed the whole of the end line, the referee did not blow her whistle… not until Forbes picked the ball up with her hands and carried it to her goalkeeper.

Bundesliga to go ahead with video replay tests over two years

FILE - In this Saturday, Dec. 8, 2012, file photo, a Hawk-Eye camera is set up at Toyota stadium in Toyota. For the first time at a World Cup, technology will be used to determine whether a ball crosses the goal line during matches at the upcoming tournament in Brazil. With vanishing spray also being used to prevent encroachment by defenders making up a wall during free kicks, officials at the highest level of the world’s most popular sport are finally getting some assistance. (AP Photo/Shuji Kajiyama)
AP Photo/Shuji Kajiyama
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BERLIN (AP) The German Football League (DFL) has given the go-ahead for the possible testing of video replays in the Bundesliga over a two-year pilot phase.

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The DFL says it will be lodging an application with FIFA to take part if the pilot phase is approved by the International Football Association Board at its next annual general meeting on March 5.

The DFL says video replays could be used by a “team of impartial match officials for the purpose of avoiding any evidently incorrect decisions” and that the pilot phase would be preceded by “intensive preparations.”

[ MORE: 17-year-old American MF Pulisic gets Bundesliga debut for Dortmund ]

These would include the settlement of costs among FIFA, the IFAB, the DFL and German football federation, as well as training for the candidates.

West Ham extend Payet’s contract in “enormous show of faith”

West Ham’s Dimitri Payet celebrates after scoring while soap bubbles are blown during the English Premier League soccer match between West Ham and Newcastle at Boleyn Ground in London, Monday, Sept. 14, 2015.(AP Photo/Frank Augstein)
AP Photo/Frank Augstein
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West Ham United hope Dimitri Payet is going absolutely nowhere after the club announced on Thursday the 28-year-old Frenchman has signed a contract extension through the summer of 2021.

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Payet’s current contract was scheduled to keep him at the Premier League club through the summer of 2020, but a series of standout performances (6 goals, 4 assists so far this season, mostly during the season’s opening three months) and rumors of interest from “bigger” clubs meant tacking on another year — and plenty more cash — was the best way to keep Payet in east London for the foreseeable future. The club confirmed earlier this week that negotiations over an extension were underway.

“He’s the best player I’ve signed in 25 years,” said West Ham co-owner David Sullivan. “He’s a [$43 million] player. He’s a supreme footballer. He makes every player in our side play better. On his day, he’s world class, he’s unstoppable.”

Payet, who’s been at West Ham just eight months after signing last summer, could still depart in the summer should he finish the current season strong and/or show up and show out at the European Championship, which kicks off in June. In that event, West Ham would now bag a much heftier transfer fee than they would have done prior to the extension.

VIDEO: Dele Alli’s magnificent juggling goal recreated in hand-drawn crayon

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Remember that Dele Alli goal? No, not that one… that one. Of course you remember it. How could you not?

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How often does a player receive the ball out of the air, flick it over his head, spin 180 degrees and hit an inch-perfect volley from 20 yards out to secure all three points for his team? The answer is, of course, not very often.

[ MORE: Top 5 Premier League storylines — Sunday’s top-four battle royal

Thus, a goal such as Alli’s stunning winner against Crystal Palace last month has been, and will continue to be, immortalized through numerous recreations in this Digital Age. Above is Alli’s goal recreated in hand-drawn crayon.