FIGC announces massive Adidas deal

FIGC announces massive Adidas deal

March 10, 2022

Adidas replaces Puma as kit supplier.

The Italian Football Federation (FIGC) has announced sportswear giant Adidas as the Official Kit Supplier of the country’s national football teams from 2023. Adidas will be replacing Puma, with the multi-year deal reported to be worth €35 million annually. 

Adidas will not only supply kits to the men’s and women’s teams but also to the youth, futsal, beach football and esports teams. 

Since the partnership is set to commence from 2023, should the European champions qualify for the men’s World Cup in Qatar later in 2022, they will be sporting Puma jerseys.

Gabriele Gravina, FIGC President, commented:

The announcement of our partnership with Adidas is a great source of pride for the FIGC. 

This collaboration represents a vital step in terms of the growth of our commercial appeal, while it will also strengthen the development process of our brand both in Italy and abroad. The passion and enthusiasm that we have observed from adidas are matched in equal measure by the FIGC in its work to develop all of the National Teams and Italian football at every level.

Kasper Rørsted, the CEO of Adidas, added:

We’re incredibly proud to announce this long-term partnership with the Federazione Italiana Giuoco Calcio. We’re thrilled that one of the most successful international football teams is becoming part of our portfolio of international federations, joining other big hitters such as the DFB (Germany), RFEF (Spain), AFA (Argentina) and the RBFA (Belgium). We look forward to achieving great things together.

Puma also released a short statement on not renewing the partnership with the FIGC, stating:

The financials made it a poor business case and we therefore decided to not exercise our matching right.

The new deal means Puma and the FIGC will be ending their long-standing partnership which started back in 2008. Adidas currently already supplies kits to a host of national teams including the likes of Argentina, Belgium, Spain and Germany. 

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