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adidas Snap Up United For £750m

Tue 15th Jul 2014 | Football Sponsorship

adidas have signed a world record kit deal with Manchester United which will see the brand become the global Technical Sponsor and Official Licensing Partner of Manchester United for the next ten years.

The deal which begins 2015/16 season is worth a staggering £750m over the period of the deal and significantly more than Nike’s current annual deal of £23m.

Nike, who will continue as the club’s technical partner for the forth coming season, walked away from negotiations following United’s excessive demands.

Herbert Hainer, Adidas Group CEO, said “We are excited to team up with Manchester United, one of the most successful and most loved football clubs globally.

“Our new partnership with Manchester United clearly underlines our leadership in football and will help us to further strengthen our position in key markets around the world. 

“At the same time, this collaboration marks a milestone for us when it comes to merchandising potential. We expect total sales to reach 1.5 billion GBP during the duration of our partnership.”

adidas, the kit supplier to World Cup finalist Argentina and winners Germany, last produced United’s kit in 1992. As part of the agreement, adidas will supply products to and outfit all of the club’s teams. In addition, adidas will have the exclusive right to distribute dual-branded merchandising products worldwide.

Manchester United joins the impressive roster of adidas football partners, including some of the world’s top clubs such as Real Madrid, FC Bayern Munich, Chelsea FC, AC Milan, Flamengo and – also starting with the 2015/2016 season – Juventus.

Posted by: Aaron Gourley 

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