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SPORTS SPONSORSHIP
Adidas signs a kit deal with English Premier League up-and-comers
By our News Team | 2023
Sports apparel company renews an old partnership with Newcastle United as it further cements its presence in top soccer competitions.
Sports apparel giant Adidas and up-and-coming English Premier League club Newcastle United recently announced a multi-year partnership that will see the sportswear brand becoming the club’s official kit partner from the 2024/25 season onwards. The value of the deal has not been confirmed.
Adidas previously had a kit sponsorship arrangement with the club between 1995 and 2010, some of which coincided with a highly successful period for the club.
Photo courtesy of Newcastle United FC
Newcastle, which has new owners and management, finished in the top four of the English Premier League last season and thus qualified for this season’s prestigious UEFA Champions’ League competition.
While Newcastle is a popular club with massive home support, the real value of the deal is in the huge global TV and media coverage given to the English Premier League and the Champions’ League.
“This collaboration brings together two iconic names known for their history, innovation and commitment to excellence within football,” said Nick Craggs, Global Football General Manager for Adidas.
Agreement coincides with a new chapter for Newcastle
“As Newcastle United Football Club embarks on a new chapter for the men’s and women’s team [which recently became fully professional], Adidas is honoured to provide them cutting-edge sportswear technology. Our previous partnership delivered some of the most iconic kits of the 90s and we look forward to creating many more unforgettable moments, inspiring fans and players alike.”
A vital element of this new agreement will see Newcastle United rebuilding its own retail operations, both in store and online, locally and globally.
“This partnership will help us to deliver on our ambitious brand and commercial strategy. Importantly, it will allow us to rebuild a direct retail relationship with our current and future local and global fanbase,” said Peter Silverstone, the club’s Chief Commercial Officer.
In July, Adidas extended its current partnership with the famous Manchester United Football Club. The deal is said to be worth US$1,1-billion over the next 10 years.
“The relationship between Manchester United and Adidas is one of the most iconic in world sport, forged through a shared commitment to style, flair and, most importantly, high performance,” the club’s CEO, Richard Arnold, said at the time.
“With its roots in the 1980s, our partnership has been reinvented over the past decade with some of the most innovative designs and technology in sportswear. We are now looking forward to refreshing this powerful partnership again through the remainder of this decade and into the 2030s.”
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