Adidas has appointed Omnicom Media Group as its new global media agency following a competitive review of its media business, transferring an account valued at approximately $512 million as the sportswear giant prepares for the 2026 FIFA World Cup.
The new mandate gives Omnicom Media Group responsibility for worldwide media strategy, planning and buying, as well as consumer insights, performance measurement and cross-market media coordination across Adidas’ international operations. The account will reportedly be managed by PHD, one of Omnicom’s media agencies.
The appointment ends an eight-year partnership with WPP-owned EssenceMediacom, which had managed the account since 2018, Brandspur Brand News reports. Before that, the business was handled by Carat, the media agency owned by Dentsu.
Omnicom secured the contract after competing against major global agency groups, including WPP and Publicis Groupe, during the final stage of the selection process. The latest win adds to Omnicom Media Group’s recent expansion, following significant media assignments from IBM and Dyson.
The agency change comes as Adidas ramps up its global marketing activities ahead of the FIFA World Cup, one of the biggest sporting and commercial events on the international calendar. The company has already introduced World Cup-related products, including official match balls, national team kits and themed marketing campaigns.
Adidas has also expanded its portfolio of partnerships and product launches in 2026, collaborating with organisations and personalities such as Liverpool FC, Oasis, the Audi Formula One team, the Argentine Football Federation, Penn State and NBA player Anthony Edwards as it seeks to strengthen its global brand presence.
The media agency transition follows a strong financial year for Adidas. The company reported record revenue of €24.8 billion in 2025 and has projected operating profit to rise to around €2.3 billion this year as it continues investing in global brand growth.
Neither Adidas nor Omnicom Media Group had publicly commented on the appointment at the time the reports emerged.
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