Having terminated its kit deal with adidas which was worth £30m a year, Chelsea are expected to conclude a new deal with Nike worth £600m over ten years. This would rank them second after Manchester United in terms of kit deals. Arsenal’s kit deal with Puma is worth just over £30m a year.
Having terminated its kit deal with adidas which was worth £30m a year, Chelsea are expected to conclude a new deal with Nike worth £600m over ten years. This would rank them second after Manchester United in terms of kit deals. Arsenal’s kit deal with Puma is worth just over £30m a year.
Chelsea’s indifferent performance on the pitch this year seems to have no effect on their attractiveness in terms of promoting merchandise. The deal underscores the value Premier League clubs present to global brands, especially those with a growing commercial interest in Asia, even if jersey sales do not necessarily offset the size of the big deals.
It also marks a change in the way that brands are using their endorsement money in mega deals, favouring teams over individuals who can sometimes get themselves into trouble, potentially damaging the brand.