Chelsea and adidas Extend Shirt Sponsorship Deal Through 2023

Chelsea and adidas recently extended their global partnership, which will keep adidas creating their club kits and sportswear through 2023.

More importantly, it means that Chelsea will reportedly receive approximately £30million a year from adidas — for a whopping grand total of £290 million over 10 years. If those figures are correct, that’s a massive boost to Chelsea in terms of working within the new financial fair play rules. And it gives the club a massive boost above other clubs who are unable to land such a deal.

The special relationship between Chelsea and adidas, which began in 2006, has been fruitful thus far. Chelsea have been able to expand their brand worldwide, while adidas has been creating innovative shirt designs that are not plucked from the adidas template catalog.

“We are delighted to extend our partnership until 2023 after a highly successful first seven seasons,” said Ron Gourlay, Chelsea Football Club’s Chief Executive. “Both organisations share the same ethos and ambition and the new deal reaffirms adidas’ belief in the club’s status in world football.”

Herbert Hainer, Chief Executive Officer of adidas AG, added: “Both adidas and Chelsea FC have a long and proud heritage in football and we are 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 grassroots initiatives in the UK and around the globe.”

Note: While the Chelsea-adidas deal isn’t brand-spanking news, it’s one of the stories that I’ve been meaning to write about since I got back from vacation.


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