adidas all in with Bayern Munich until 2030 for €900M


Hi everyone,
Bayern Munich have extended their kit deal with adidas until 2030 for a reported €900m (£645m). The contract had another five years to go but the German kit manufacturer moved early to secure a further 10 years with the newly crowned Bundesliga champions.

“With this extension of the contract until 2030 Adidas will continue its long partnership with FC Bayern München,” said adidas spokesman Oliver Brüggen.

The Herzogenaurach firm owns 8.33% of Bayern and Brüggen added they would “in the future continue to work on co-operations with top teams and federations in international football”.

The figure is well below the £750m deal Adidas signed with Manchester United in July 2014, but is worth more than Arsenal’s £30m-a-year deal with Puma that started at the beginning of this season.

United’s agreement with the company commences at the start of the 2015-16 season and ends Nike’s 13-year relationship with the club, although United will still be wearing their Nike shirts during their summer tour of the US.

A club statement at the time said: “Manchester United has reached a 10-year agreement with Adidas for a global sponsorship and dual-branded licensing deal for a minimum guarantee of £750m, subject to certain adjustments, beginning with the 2015-2016 campaign.” [Source: The Guardian].

The numbers might seem excessive for those not familiar with the football marketing industry. However, these investments are justified considering not only the global reach of Man Utd or Bayern Munich, but also the marketing platforms and business avenues they offer.

The NFL being the most lucrative sport league in the world must have a chuckle looking at these numbers.

Karl Lusbec

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