English top-tier soccer side Aston Villa have reportedly agreed a new kit deal with German sportswear giant adidas, while still under contract with UK manufacturer Castore.
According to UK news outlet The Telegraph, Adidas will take over as Aston Villa’s kit manufacturer from the 2024-25 season, with Villa’s association with Castore ending after a controversial two seasons.
Villa initially agreed a “multi-year” deal with Castore ahead of the 2022-23 season but the club’s players have complained about the quality of the kits, with some arguing the brand's “wet look” kits were ineffective in absorbing sweat and weighed players down, potentially affecting on-field performance.
Aston Villa chairman and co-owner Nassef Sawiris owns a stake in Adidas and was appointed supervisory director of its German business in 2016.
It is unknown whether or not the deal was initially set to expire at the end of the 2023-24 season, or if Villa have exercised a get-out clause in the contract as fellow Premier League side Newcastle United did earlier in the season.
In September 2023, Newcastle revealed it would return to Adidas for the 2024-25 season onward after having been partnered with Castore since the beginning of the 2021-22 season.
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Newcastle’s deal with Castore was set to run until 2027, but the team parted the deal early in a move that was erroneously revealed in the “We Are Newcastle United” Amazon Prime documentary.
As part of Castore’s partnership with Newcastle, it ran the club’s retail operations and e-commerce operations, opening a new store at the club's St. James' Park home, a revamped online store, and additional outlets in the city center in recent years.
Under the new tie-up with Adidas, Newcastle will manage its retail operations both in-store and online, locally, and globally.
Alongside Newcastle and Aston Villa’s coming partnerships, Adidas is partnered with several Premier League clubs, namely Arsenal, Fulham, Manchester United, and Nottingham Forest.
The German firm agreed a 10-year renewal with Manchester United in July worth a minimum of £900 million, or £90 million per season.