adidas and Chelsea: 8 more years

Hi all,
Chelsea FC and adidas confirmed an extended partnership for the next 8 years. The 3-stripes and Abramovitch club launched a partnership back in 2006, and kicked off the inspirational world’s largest team photo involving more than 8.000 fans.

The deal included the right of the official kits (Home, Away, 3rd) and other merchandise such as trainingwear, accessories, hardware etc…On top of that, both parties agreed on promotional opportunities on pitch-side LED hoardings and in the match programme.

Reports suggest the agreement is worth more than £20m a year to the Premier League champions. The deal is worth up to £175m and extends a partnership that started in 2006.

Chelsea and adidas have jointly launched a wide number of grassroots projects. One of them included partnering with youth football clubs in the US to help develop football in the country.

Ron Gourlay, (Chelsea Football Club’s chief executive) said: “Both organisations are highly ambitious and want to continue in partnership to develop globally and for us, grow in our key market territories across Asia and North America. The deal reaffirms adidas’ belief in the club’s growing status in world football.”

Herbert Hainer, (adidas CEO) said: “Both adidas and Chelsea have a long and proud heritage in football and we’re delighted to continue our working relationship with one of Europe’s elite football clubs. We look forward to many more years of success, working closely with the club on product, marketing and grass roots initiatives in the UK and around the globe.”

This 8 year deal will allow adidas to secure and strenghen its presence in the Premier League with majors clubs such as Chelsea and Liverpool. More work on the plate of my former colleagues (Si, TvS, Robin, and crew…)! Good going guys!

Karl Lusbec


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