The International Football Federation has signed a seven-year, multi-million-dollar deal with the German sports equipment manufacturer, Adidas.

Their deal gives Adidas exclusive licensing rights to World Cup events, including marketing, Internet cooperation and priority access to television advertising.

The $351 million deal starts in 2007 and runs through 2014, including the 2010 and 2014 World Cup tournaments.

Adidas will pay $215 million in cash and provide another $136 million in team equipment, balls, referee uniforms and other accessories.

FIFA President Sepp Blatter said he is thrilled to join forces with Adidas to help promote football. Adidas CEO Herbert Hainer said the deal provides his company with the best possible stage for its products.

Some information for this report provided by AP and AFP.