Nürnberg Announce Adidas Kit Deal
Adidas will return to 1. FC Nürnberg next season, replacing Umbro, the 2. Bundesliga club and the brand announced earlier today.
Adidas had already sponsored Nürnberg until 2016. Back in the day, Adidas justified the decision by stating that the company would in the future concentrate its efforts on just the top clubs, such as Bayern Munich and Real Madrid. This stance has since changed, as evidenced for example by Adidas' recent partnership with newly promoted Union Berlin or by the fact that the brand sponsors no less than 7 Premier League this season.
Nürnberg Adidas Kit Deal - 2021-26
Instead of a direct partnership between Adidas and Nürnberg, the deal will be managed by German retailer 11teamsports. Interestingly, 11teamsports has close ties with Nike and already runs a number of Nike club deals in Germany, including 1860 Munich and FC Augsburg. This might well be their first major club deal involving Adidas.
No details on the financials or the length of the deal were announced today. However BILD had reported yesterday that the contract would run until 2026 and be worth "less than a million" per year.
“We are delighted to have found a long-term constellation with 11teamsports that will enable us to make a perfect return to adidas [...] Together with adidas and 11teamsports, we will also work in the coming years to expand the merchandising offers bit by bit and to further manifest the path we have chosen, ”says Niels Rossow, Commercial Director of 1. FC Nürnberg. "At the same time, FCN would like to thank Umbro for the very good and reliable cooperation over the past few years, which of course will continue in this season 2020/21."
Dennis Schröder, Managing Director of 11teamsports: “We are very pleased that we can supplement our equipment commitment in the Bundesliga from the 2021/2022 season with the acquisition of the traditional 1. FC Nürnberg. The partner constellation presented is also something special for us. We are extremely pleased that we were able to win over the local brand adidas for the implementation of our successful supplier model [...] It shows once more the potential of our supplier approach."
Oliver Brüggen, PR Director adidas Central Europe: “adidas is deeply rooted in Franconian sport and can look back on a traditional past with 1. FC Nürnberg. In addition, many of our employees at the headquarters in Herzogenaurach are passionate fans of the club. We are therefore very pleased that 1. FC Nürnberg will wear the three stripes again from the 2021/22 season through the equipment partner 11teamsports. Together we would like to build on earlier, successful times."
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