£400 Million Kit Deal for England

The Football Association is expected to shortly announce the most lucrative kit deal in England’s history, with Nike having agreed to pay in the region of £400m to make the national team’s strip for a further 12 years.

The American sportswear giant replaced Umbro in 2013 and their decision to not only extend but also enhance their association with the FA comes as something of a surprise given England’s disastrous exit from last summer’s European Championships and the recent, ongoing sexual abuse scandal, which could have serious consequences for the governing body.

The deal represents a slight improvement on the one Nike signed with the FA three years ago and which runs out at the end of the 2018 World Cup in Russia. The Guardian understands that it will be formally announced either at the end of this week or early next and will see Nike continue to have responsibility for creating kits for every England side.

For the first time, penalty clauses and bonuses will also be included in the contract, meaning Nike’s payment to the FA could reduce if the men’s senior team fails to qualify for a major tournament or increase if they qualify and go onto reach the latter stages, specifically the semi-finals or beyond.

The kit deal comes less than two months after the FA announced a six-season overseas broadcast rights deal for the FA Cup believed to be in the region of $1bn. Beginning in the 2018-19 season, it will see the marketing agency Pitch International cover rights for western Europe, the Middle East and North Africa, with IMG covering the rest of the world.

Martin Glenn, the FA’s chief executive, described the tie-up as “hugely significant” and he will no doubt be further enthused by the fresh terms with Nike, which it is believed makes England second only to Germany in regards to financial size of national kit deal.


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