The experts’ ruling: Real Madrid’s new kit deal is cheaper, but more sustainable than Barca’s

10 May 2019

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Photo: Getty Images "If you, for example, take Eden Hazard, he isn’t comparable to Lionel Messi in the market in terms of name recognition. Nike are paying a premium to be associated with Messi, who is an Adidas athlete," says Conrad Wiacek, head of sponsorship at Sportcal, putting some perspective to the new Adidas kit deal with Real Madrid.

Adidas paid less for its new kit deal with Real Madrid than Nike did with Barcelona, but in the long run, the royal club’s contract is more sustainable. 

The latest sponsorship agreements show that Adidas and Nike have targeted different types of clubs.

Real Madrid’s lack of a superstar on a par with Lionel Messi or Cristiano Ronaldo affects the deal’s value, especially looking at developing markets in the Far East and the US. 

Christian Fomsgaard Jensen cfj@offthepitch.com

Real Madrid and Adidas have extended their partnership for another eight years, with the new deal running till June 2028. The deal is worth £115 million a year for Real Madrid, just shy of Barcelona’s recent deal with Nike worth £133 million, according to various reports.

By comparison, Manchester United's deal with Adidas is worth approximately £750 million over a ten-year period.

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