January 4 – Generation adidas International, owned by sport development tour business inspiresport (part of the Destination Sport group), has agreed a multi-year extension of its adidas partnership, but as part of the deal will be dropping ‘adidas’ from its company name.
The business will be rebranded under the name Next Generation International.
Destination Sport Group has more than 250 staff in 14 countries around the world – including offices in Manchester, UK and Atlanta, U.S., covering all aspects of travel including management for elite sports clubs and governing bodies, supporter travel, global hospitality, youth development programs, endurance, and participation travel plus global destination management.
Next Generation International will continue to serve as the preferred travel partner of adidas soccer, and provide adidas affiliated teams in the US with opportunities to travel to adidas’ club partners including Real Madrid, Manchester United, Celtic and S.L. Benfica.
Billy Hartman, CEO of Generation adidas International, said: ” As we transition to Next Generation International, we are excited to build upon the legacy and reputation we’ve built for providing industry leading soccer development tours. This rebranding signifies our commitment to nurturing the next generation of soccer players and creating memories that last a lifetime.”
Next Generation International said its aim is “to provide unique and innovative programs that develop not only soccer skills but also character, teamwork, and cultural awareness. Their expertise in soccer and travel logistics, and their ongoing collaboration with adidas ensures that young players will receive access to world-class training and experiences at some of the world’s biggest soccer clubs.”
Steven Noble, Sales Director adidas, shared his thoughts on the partnership extension: “We are excited to announce our long-term partnership with Next Generation International which provides adidas Soccer the ability to offer “money can’t buy” experiences at our top global clubs with a focus on coaching education and player development. The programming will elevate and expand our portfolio of benefits offered and help players and coaches of all ages and levels within our youth club ecosystem experience what it is like to play and train like a professional.”
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