The notion of what it represented is not a bad idea in 2006. This idea that someone is willing to pay for the Olympics when they want it, how they want it.

We do not go in there with any predetermined notion. We're going in there willing to listen and willing to discuss, absolutely.

[News of the deal broke on Oct. 5, when Adidas announced the partnership at its Investor Day in Germany, and sports business mavens took notice.] To have historically the No. 1 soccer brand in the world invest in your league as a key sponsor is a great legitimizing statement to the league at a time when it's looking to expand again, ... My initial response when I first heard of the deal was that [sixth-year MLS commissioner] Don Garber and his group are sort of hitting their stride. The long-term approach to building a soccer league with managed and realistic expectations has really begun to show its dividends.

The American population is continuing to diversify, and Hispanics have become a very important part of the sports economy,

Ultimately, his success on the field would open some new doors.

Companies realize there's a growth possibility in the lifestyle category ? not necessarily for athletic use, but because it looks good.