Horst Dassler

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Horst Dassler
Born (1936-03-12)March 12, 1936
Erlangen, Middle Franconia, Germany
Died April 9, 1987(1987-04-09) (aged 51)
Erlangen[1] or Herzogenaurach,[2] Middle Franconia, West Germany
Nationality German
Occupation Entrepreneur
Known for Founder of Arena
Spouse(s) Käthe Dassler

Horst Dassler (March 12, 1936 – April 9, 1987)[3]:215 was the son of Adolf "Adi" Dassler, who founded Adidas. Horst Dassler started Adidas France in Landersheim, France, competing against his father's Adidas Germany and his uncle's Puma. Subsequently, he founded Arena, a famous brand of swimwear.

Horst Dassler was also responsible, along with Patrick Nally, for the founding of "The Club," an exclusive group that uses the money from sports marketing to control international sport.

Horst Dassler is known as the father of sport sponsorship. With the President of FIFA João Havelange he saw the potential of harnessing the worldwide popularity of football to the interests of big business. Along with Patrick Nally he set about acquiring sponsorships from 'blue chip' companies such as Coca-Cola. His business practices had few limits and David Yallop in his book 'How they Stole the Game' says his relationship with Havelange was "Drahtzieher." Dassler was the 'puppetmaster.' Horst Dassler died on the 9th of April 1987 from complications due to cancer. He was married and had two children.


  1. ^ Munzinger.de
  2. ^ "Adidas Company President Dies". Lawrence Journal-World. Google News Archive. 10/4/1987. Retrieved 30 October 2010.  Check date values in: |date= (help)
  3. ^ Smit, Barbara (2009). Sneaker Wars. New York: Harper Perennial. ISBN 978-0-06-124658-6. 

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