Clubs seek more control over retail operations 

13 November 2019

Photo: Getty Images Fans browse through replica playing shirts inside the club shop before the Barclays Premier League match between Everton and West Ham at Goodison Park on March 1, 2014 in Liverpool, England.

Real Madrid, Inter Milan and Roma all break free from their sports brand partners, retrieving retail and licensing rights.

Retail expert critical of the big kit manufacturers. They will face stiff competition from smaller companies if they don't raise their game designing the shirts.

Adidas seems unconcerned that clubs are taking back control.

Peter Taberner

There appears to be a change in direction over how top European clubs are organising their retail operations, as recently Real Madrid, Inter Milan and Roma have all reclaimed control of their merchandising.

Real Madrid and Inter Milan have both announced that they have bought back the rights to retail and licensing from Adidas and Nike, respectively.

Yet Adidas is unconcerned by the new agreement - its chief executive, Kasper Rorsted, said in a statement to that the deal underpinned Adidas' leadership in the football category.

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