Bayern Munich and Adidas have extended their kit partnership for another 10 years in a bit of Bavarian Bundesliga business. The sportswear maker will pay the club a reported $992m (€900m, £645m) to secure exclusive kit supply rights through 2030. The previous agreement, an 8 year extension signed in 2011, secured the rights through 2020 and was worth a reported $289m (€200m, £176m) at the time.
The two giants of German sports have been partners since the 1960s when Adidas’ trademark three stripes were first worn by the club.
Adidas’ extension is a significant increase over their previous sponsorship rate with Bayern. The 2011 renewal was worth $36m (€25m, £22m) per season, by contrast yesterday’s extension will bring in $66m (€60m, £43m) annually or an 83% increase in the kit supply revenue.
It’s unclear whether Adidas has only paid for 10 additional years or an entirely new 15 year deal which replaces the existing agreement. Regardless, Bayern’s new deal places them squarely in the elite of club branding, although Manchester United still reigns at the top with their £75m a year agreement with Adidas and Real Madrid finishing close behind with their deal.