New kit deal

Arsenal are set to announce a new kit deal with German sportswear giant Adidas to replace their current agreement with Nike. The Gunners will receive £22m a year, an increase on the £8m a year they earn currently.

Full story: The Times


I for one will be hapy with this as I think the Nike kits are crap....

The Nike shirt deal expires in 2013-4 and Adidas’s interest is set at least to double the £13 million a year Arsenal earn from it. Arsenal fans buy 800,000 shirts every year, making them the third-biggest draw in Nike’s portfolio after Manchester United and Barcelona.

Adidas dropped Liverpool last season after growing frustrated with the club’s demands over an extension and are keen to find a new partner of similar stature.

Now, the Telegraph understands adidas is hoping to renew an association with Arsenal that ended in the mid-1990s after taking the strategic decision to “own” London.

Indeed, Arsenal are not alone in coming under Adidas’s gaze and the German manufacturer is also believed to be set to conclude a deal with Fulham. Their deal with Kappa expires at the end of the season and adidas are poised to take over.

Currently Chelsea’s deal with Fulham and Arsenal are set indirectly to benefit from the Terry scandal. Although adidas is committed to its arrangement with the European champions it has been caught up in the public-relations fallout surrounding Terry and Ashley Cole.


Broadening its association with other big London clubs will assist in deflecting from a particular affinity with Chelsea’s brand.

The value of Arsenal’s kit-supply deal has lost ground on their rivals after locking in 2005 prices eight years ago in a search for guaranteed future cash to convince banks they could cover the interest on their £400 million stadium-project loans.

Manchester United are hoping for a “major increase” from Nike even on their £23.5 million-a-year deal, which also benefits from an additional profit-sharing agreement, giving clues to Arsenal’s worth to a new supplier. Adidas’s deal with Real Madrid, its biggest-selling client, is said to have been struck at 40 million euro a year, although no official figures have been revealed.

We're also going to renew with Emirites it seems which will be doubling our current deal with them.

http://www.marketingmagazine.co.uk/news/rss/1161188/Arsenal-poised-sign-20m-a-year-shirt-sponsorship-deal-Emirates/

i'm kinda disappointed that the 20mil a year includes stadium naming rights again. Surely we could've done much better than 20mil for bitg stadium and shirt advertising!!? If i remember correctly, Man utd are apparently gonna get 75mil a year from chevrolette for goodness sake, which starts when their AON one expires. which is 3 times more then ours! and thats not even including stadium naming rights for them!

If I remember rightly from what I read with the old deal for the stadium it works out at 22.4 million a year...including other add ons with Emirates...tie that with with the new deal for the kit and o2's involvement still your looking at 50+ million a year....huge amount..and that's not at the increased rate for the naming deal....

o2 have dropped us recently as a sponsor...

http://www.marketingweek.co.uk/4002884.article?mobilesite=enabled

I prefer Nike's anyday, but if Adidas brings more money to Arsenal, then so be it.

Jason Morrison wrote:o2 have dropped us recently as a sponsor...

http://www.marketingweek.co.uk/4002884.article?mobilesite=enabled

Wow....kept that quiet!!.....well then it looks like its a deal to compensate the offset....sounds familiar....

http://www.arsenal.com/the-club/sponsors-partners

From our secondary sponsors, our deal with Carlsberg alone is worth about 3 million pounds per year.

One the downsides, our number of secondary sponsors is about half the number of Manchester United's partners. The United deal with DHL alone for sponsoring training kits is worth about 10 million pounds a year.

Seems like we are heading in the right direction, but still miles behind Manchester United in this aspect.

We need to be winning a title now and then and also need a star player or two to be able to demand more from our sponsors / partners.

If the Invincibles were playing at this point in time, we would be earning more from our sponsors. At the same time, players like Henry (and half the squad at that time) and more recently Fabregas and van Persie were very marketable stars from a global perspective.

Not sure who we have right now but do need to bring someone of that "status" at some point.

We need the maximum amount of income we can get from these streams to bring in star players and be successful and the same time we need to be successful and have star players to be able to demand top dollar from our sponsors / partners.

Here's a good article I found about our board and their failure to capitalise on commercialism since our planned move to a new stadium.

http://lordhillwood.blogspot.co.uk/2012/11/the-f-word.html?m=1