Adidas looks to be strengthening its commitment to football with reports of a new kit deal with Real Madrid that would eclipse Manchester United’s historic £750m contract.
According to reports in Spanish newspaper Marca, the German sports brand has agreed a ten year kit deal worth €140m per season (£106m) with the La Liga giants.
If accurate, the new contract would surpass the landmark agreement Adidas agreed with Manchester United last year and could be worth more than Liverpool, Chelsea, Arsenal and Barcelona’s kit deals combined.
Adidas will be keen to hold on to its sponsorships with top European clubs as it continues to strengthen its portfolio in the lucrative football and running markets, while moving away from less profitable ones like athletics.
Deloitte recently tipped Manchester United to claim top spot in its Football Money League, thanks to its Adidas contract and wave of sponsorship dealings in Asia. However Real Madrid’s contract could impact on the English Premier League’s ability to leapfrog them in the list and lay claim to the richest club in the world.
Other long-term sponsorship contracts which Adidas has committed too included a 15 year deal with Bundesliga champions Bayern Munich worth £60m per season.