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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.

Men in Blazers podcast: Jurgen Klopp pod special

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In the latest Men in Blazers podcast, Rog sits down with Liverpool manager Jurgen Klopp to give you a taste of his new documentary on the eccentric German boss.

All of the MiB content — pods, videos and stories can be seen here, but to really stay in touch, follow, subscribe, click here:

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Klopp hails “unbelievable” player performance to send Liverpool to Europa League final

LIVERPOOL, UNITED KINGDOM - MAY 05:  Jurgen Klopp manager of Liverpool gives instructions to captain James Milner of Liverpool during the UEFA Europa League semi final second leg match between Liverpool and Villarreal CF at Anfield on May 5, 2016 in Liverpool, England.  (Photo by Richard Heathcote/Getty Images)
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Jurgen Klopp didn’t want any of the credit after Liverpool defeated Villarreal 3-0 at Anfield to send the Reds to Basel with a spot in the Europa League final.

“Wonderful night – a brilliant game from my side,” Klopp said to BT Sport after the game. “What power, what a performance, what attitude with the readiness, motivation, emotion in the game – everything.”

Liverpool held 60% of the possession and out-shot Villarreal 25-6, including 12-2 among shots on target.

“We go to Basel. We take 50,000, 60k, 70k Liverpudlians with us – maybe 100k – not in the stadium, but in the city,” Klopp said of the upcoming final. “Everybody is invited. It is a nice city by the way, close to my home! Let’s go there, create an atmosphere and do our best again. It is well deserved and I am really, really pleased for all the boys.”

Klopp, who hails from Stuttgart, Germany which is under a three hour drive from Basel, made the call to start Daniel Sturridge and Emre Can.

Sturridge was on the bench for the first leg against Villarreal when Liverpool was held scoreless and played the full 90 minutes in their loss to Swansea over the weekend. This time, he forced the opening own-goal and scored the second. Can, meanwhile, hasn’t played in a month due to an ankle injury, but he was a force in front of the Reds back line.

“The only thing we said at half time was that the first half an hour was a big emotion,” Klopp said after the game. “It was great but then the last 15 minutes of the first half we lost patience. We didn’t move them over the pitch as much and tried to go down the middle, but there was no space so we lost balls. We defended well though so nothing happened. The second half plan was to keep going with the emotional football plus using your brain little a bit more and in the end it was brilliant – wonderful goals. The whole night was unbelievable.”

“We have to create atmospheres like this in each Premier League game too.”

Barcelona’s Neymar left out of Brazil’s Copa America squad

RECIFE, BRAZIL - MARCH 25:  Neymar of Brazil reacts  during a match between Brazil and Uruguay as part of 2018 FIFA World Cup Russia Qualifiers at Arena Pernanbuco on March 25, 2016 in Recife, Brazil.  (Photo by Buda Mendes/Getty Images)
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RIO DE JANEIRO (AP) — Barcelona star Neymar has been left off Brazil’s squad for the Copa America, which will be played in the United States next month.

Brazil’s coach Dunga accepted the Catalan club’s request to use the striker either at the Copa America or at the Rio de Janeiro Olympics in August – and the Olympics won.

Dunga’s squad, named on Thursday, includes seven players under the age of 23 – all of whom will be eligible for the Rio games.

Dunga says “We are bringing a competitive team for an important tournament.”

Brazil is in Group B with Ecuador, Haiti and Peru and starts its campaign on June 4 against the Ecuador in Pasadena, California.

The competition, which is celebrating its centenary, will take place for the first time outside of South America.

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Squad:

Goalkeepers: Alisson (Internacional), Diego Alves (Valencia) and Ederson (Benfica).

Defenders: Daniel Alves (Barcelona), Fabinho (Monaco), Filipe Luis (Atletico Madrid), Douglas Santos (Atletico Mineiro), Miranda (Inter Milan), Gil (Shandong Luneng), Marquinhos (Paris Saint Germain), Rodrigo Caio (Sao Paulo).

Midfielders: Luiz Gustavo (Wolfsburg), Elias (Corinthians), Casemiro (Real Madrid), Rafinha (Barcelona), Renato Augusto (Beijing Guoan), Philippe Coutinho (Liverpool), Lucas Lima (Santos) and Willian (Chelsea).

Forwards: Douglas Costa (Bayern Munich), Hulk (Zenit), Ricardo Oliveira (Santos) and Gabriel (Santos).

2-time defending champions Sevilla back in Europa League final behind Gameiro brace

SEVILLE, SPAIN - MAY 05:  Kevin Gameiro of Sevilla FC celebrates after scoring his team's second goal during the UEFA Europa League Semi Final second leg match between Sevilla and Shakhtar Donetsk at Estadio Ramon Sanchez-Pizjuan on May 05, 2016 in Seville, Spain.  (Photo by David Ramos/Getty Images)
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Sevilla is getting pretty good at this European competition thing.

The two-time defending Europa League champions are back in the finals after topping Ukranian giants Shakhtar Donetsk 3-1 in Seville thanks to a pair from Kevin Gameiro plus an insurance goal from Mariano.

With the aggregate even at 2-2 coming into the second leg, Gameiro got things started in the ninth minute all by himself when he pilfered the ball off Maksim Malyshev in the attacking half and stuck it home into the far post. Shakhtar hit back just before halftime when former Arsenal striker Eduardo finished off a wonderful through ball by Marlos that split the Sevilla defense, tying things at 1-1 and the aggregate at 3-3.

[ MORE: Liverpool into Europa League final after running Villarreal ragged ]

But with Shakhtar still trailing on away goals, Sevilla put things away straight after the break when Gameiro again proved vital. The 28-year-old Frenchman took a feed from Grzegorz Krychowiak and finished from a very tight angle. Mariano left no doubt when he struck a stunning curler that bent inside the left post and put Sevilla 3-1 up.

Sevilla has not failed in European play since they dropped out of the Europa League qualification round to Hannover 3-2 on aggregate in August 2011. They won the title in 2014 on penalties after drawing 0-0 with Benfica in Turin, and they took down Dnipro Dnipropetrovsk 3-2 in last year’s final from Warsaw.