By now, you’ve heard the news that adidas is officially the global Technical Sponsor and Official Licensing Partner of Manchester United for the next ten years.
Ten years! By 2024 we’ll definitely going to have kits made from fiber optics allowing advertisements to scroll while the genetically-fueled Leo Messi trains for his third World Cup win for Argentina (as he’s won the past two for his country, sealing the deal as the most successful player of all time). But that is then. In the meantime, back to Manchester.
Quotes reveal that adidas CEOs are excited: “We expect total sales to reach 1.5 billion GBP during the duration of our partnership.” adidas has additionally retained the exclusive right to distribute dual branded merchandising products worldwide, to join the world’s top clubs such as Real Madrid, FC Bayern Munich, Chelsea FC, AC Milan, Flamengo and adidas newcomer Juventus. The German brand definitely invested in this deal, upping the former Manchester contract with Nike from $40m to $128m, a record-breaking amount.
Seeing as adidas did Manchester United kit’s in the ’80s and early ’90s, we can only hope that we see a comeback of these classic get-ups:
This new breaks as the World Cup comes to an end. Statistics from the event reveal that Nike has gained traction in the cleat category (with 53% of total WC players wearing their boots) while adidas continues to scoop up team partnerships. It looks like the brands are staking their territories for the 2014-15 season.