Could Wolves new kit deal be a money-spinning game-changer for more clubs?
IMAGO | Wolves player Rodrigo Gomes wearing the new shirt during a pre-season friendly match against Rayo Vallecano
When the EPL opens next week, an unfamiliar kit brand, SUDU, will debut on Wolverhampton Wanderers’ shirts, marking a shift from traditional manufacturers like Adidas and Castore.
The Wolves-SUDU alliance aims to revolutionize the sports team/brand kit supply model, offering superior commercial returns and high-quality, affordable products for fans, while cutting out third parties.
Why it matters: While elite clubs can command kit deals with high eight figure headline rates, a squeezed middle are seeing the value sucked out of their kit deals by companies that simultaneously act as manufacturers and retailers.
The perspective: Downpayments on kit deals can be a loss-leader for sports manufacturers who are seeking to entice fans into buying other products from them and boost brand loyalty.
14 August 2024 - 12:23 PM
When the EPL opens next week, alongside the behemoths of Adidas and Nike, and the new pretenders at Castore, an unfamiliar kit brand will be adorning the chests of one of its twenty member clubs.
The unfamiliar logo of SUDU, a new UK sportswear brand headquartered in Manchester, will be on the shirts of Wolverhampton Wanderers. The hook up is a new deal that the club and kit manufacturer say will fix what they
Get smarter in minutes. Straight to your inbox
21-day free trial
Activate instantly with the link we’ll send you.
