Welcoming back an old alliance, the Italian Football Federation have announced a new long-term partnership with adidas that’s set to commence in January 2023.
The Italian National Team has been sponsored by PUMA since 2004, with the deal having been last extended back in 2015 for a further seven years. But with that extension now coming to an end, PUMA’s eternal rivals adidas have stepped in to pick up the contract, and from January 2023 they will produce kits for all the Italian National teams (male, female, youth, futsal, beach soccer and e-sports).
This isn’t the first time that Italy and adidas have partnered, with the Three Stripes producing kits for a four-year span from 1974 to 1978. This period predated the current kit presentation that we’re used to in modern day, so there was no sign of any of the German sportswear company’s iconic branding.
adidas CEO Kasper Rørsted said: “We’re incredibly proud to be announcing this long-term partnership with the Italian Federation. We’re excited to have one of the most successful footballing nations joining our portfolio of international Federations, alongside the likes of the DFB (Germany), RFEF (Spain), AFA (Argentina) & RBFA (Belgium) and are looking forward to see what we can achieve together."
While no financial details of the new deal have been revealed, rumours suggest that the FIGC could scoop somewhere in the region of €23 million to €35 million. By contrast, PUMA were paying €19 million a year. As this new deal doesn’t start until January 2023, PUMA will still supply Italy with their World Cup kit this year, should they qualify.
The President of the Italian Football Federation (FIGC) Gabriele Gravina commented: “The announcement of the partnership with adidas is a source of great pride for the FIGC. This collaboration represents a milestone in the growth of our commercial appeal and strengthens the process of developing our brand both in Italy and abroad. The passion and enthusiasm that we have observed at adidas are shared by the Italian Football Federation every day in its efforts to promote all the Italian National teams and Italian football at every level.”
Expect the first adidas x Italy kits of this new deal to appear at the beginning of next year.
