The adidas 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 US (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 first 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 first 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 managing director.