adidas becomes technical sponsor of Leeds United

After big celebrations for the return to the Premier after 16 long years, it's time for big deals. Leeds United announces that from the 2020-21 season and for the next five leagues the technical partner will be adidas. A farewell, after five years, to Kappa who accompanied the ambitious projects of Cellino first and then Radrizzani.

A "record contract" according to what reported by the press release of the team that won the Sky Bet Championship, but the numbers of the deal have not been revealed. The glory dreams of a historic English football club are approaching reality and the long-term planning of the club is turning into something much more tangible.

"We can't wait to return to the Premier League next season and the collaboration with adidas, one of the most recognizable names in the sport, represents a new beginning for the club. At Leeds United we continue to grow, on and off the pitch. This record deal is another important step for the club"
Andrea Radrizzani, owner of Leeds United

Leeds has practically had almost all brands during its more than one hundred years of history: from Umbro to Nike, from Admiral to Asics, from Diadora to Puma, from Macron to Kappa, but never adidas. For the English club the three stripes represent a novelty, while for the German brand investments in sponsorships continue to grow, especially in England. The expansion strategies resemble those of the Whites, with a presence that wants to become important at every level of European football.

If on the one hand the Premier and in general the UK landscape is not a problem (United, Leicester, Wolverhampton, Sheffield, Celtic and Arsenal are all adidas partners), in the rest of Europe the presence is not so impressive. Except for the top clubs divided between Italy (Juventus), Spain (Real Madrid) and Germany (Bayern Munich), adidas wants to capture an ever growing slice of the market, also joining projects that do not involve noble names. The idea of joining Cagliari, for example, is a symptom that this is the direction taken.