Date published: 01.09.08 - not release date

adidas deliver mobile football portal for the World Cup

adidas become world's most comprehensive mobile football portal ahead of
the Football World Cup 2006

London, UK ---- The adidas http://www.adidas.com/football global mobile
football portal has become the most comprehensive of its kind ahead of the
eagerly anticipated World Cup in June
2006.

The adidas mobile football portal serves the United Kingdom, Germany,
France, Italy, Spain and have now added China and the USA (with Canada and
Chile soon to follow) to become the most exhilarating content driven global
mobile portal in the world.

Richard Prenderville, head of global media at adidas explains, "adidas are
the 1st brand to offer free Premiership alerts, results, tables and
fixtures to users via mobile with many exclusive content partnerships,
bringing many industry firsts to the mobile platform. Our portal also
offers consumers the opportunity to win fantastic prizes and download free
premium content, such as wallpapers, videos, screensavers and ringtones."

adidas estimate that there will be at least 500,000 visits, 1.5 million
impressions and 600,000 plus downloads by the end of the World Cup, easily
making adidas the most successful off-network mobile portal in the world.

Prenderville continues, "adidas understand the emotional tie to the mobile
phone, and as such recognise its massive potential to reach people in a way
previously unseen by marketing mediums. The portal we have developed is
not waving the adidas brand in our consumers face, but rather adding value
to their lives by enabling easier and greater access to their passion;
football. We're very proud of the portal we have built, breaking many
industry firsts in the process. Mobile is a very important medium to us,
and part of our much broader digital strategy."

adidas are the 1st sports brand to advertise on a cost-per-click (CPC)
model with O2 in Germany, place mobile banner ads on the Yahoo! mobile
portal, on-portal advertising on three of France's largest mobile networks
and a quarter page advert on MSN World Cup Channel.

The mobile portal was put together by digital mobile marketing agency
Inside, and managed by Dusan Hamlin, its MD.



adidas Football World Cup 2006 mobile portal

adidas mobile portal short codes:

China: 3111 808 (China Mobile customers)
9311 808 (China Unicom customers)

France: Envoyez ADIDAS par sms au 31005

Germany:Sende ADIDAS an 77444

Italy: Invia ADIDAS al 3404310022

Spain: Envia ADIDAS al 5566

UK & USA: Text ADIDAS to 88188

The mobile emulator links:

DE: http://surf.yospace.com/adidas/index.jsp?locale=de&how=homeU...

ES: http://surf.yospace.com/adidas/index.jsp?locale=es&how=homeU...

FR: http://surf.yospace.com/adidas/index.jsp?locale=fr&how=homeU...

IT: http://surf.yospace.com/adidas/index.jsp?locale=it&how=homeU...

UK: http://surf.yospace.com/adidas/index.jsp?locale=en_GB&how=ho...

US: http://surf.yospace.com/adidas/index.jsp?locale=en_US&how=ho...

Photographs are available Richard Prenderville, head of global media at
adidas and Dusan Hamlin, MD at Inside. Images are also
available of the adidas mobile football portal.

The media spokespeople relating to this press release are Dusan Hamlin,
MD at Inside and Richard Prenderville, head of global media
at adidas.

About Inside
Inside is a digital mobile marketing agency specialising in advising and
managing mobile marketing projects for international businesses Inside
answer the following questions

- What is the right mobile strategy for your business?
- How do I evaluate and select the right supplier/s?
- Who will manage the implementation?
- How do I evaluate the success of the campaign?

Inside continually researches, develops and executes smart ideas that
engage consumers.

----Contact----

Elemental Communications

Tim Gibbon, Director
Email: mediacentre@elementalcomms.co.uk

Telephone: +44 (0) 870 745 9292
Mobile: +44 (0) 793 037 5663
Fax: +44 (0) 870 745 9293

Website: http://www.elementalcomms.co.uk

Address: Second Floor, 145 -157 St John Street, London, EC1V 4PY, England,
UK

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