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Chelsea's new kit deal highlights gulf between Premier League giants and Football League clubs

Football News 24/7
The Daily Mail reported on saturday that Chelsea have signed the biggest shirt deal in the history of the Barclays Premier League after agreeing a 10-year contract worth £300million with adidas.
Although most of the financial aspects of the deal are dependent on Chelsea winning important silverware, the contract is significantly higher than the commercial agreement between reigning champions Manchester United and Nike.
The allure of Jose Mourinho’s return to Stamford Bridge, along with the existing, long-term partnership between Chelsea and adidas helped to structure the deal.
It is the biggest of its kind in the United Kingdom but, while it is bigger in total than adidas’s deal with Real Madrid and Nike’s package to supply Barcelona’s kit, it falls short of the £31m a year Real command.

And whilst no official statement has been yet, neither the club nor adidas has denied the reports. The figures, if correct, and there's no reason not to believe them, create a new bench-mark in kit deals.

It is a far cry from the Football League says FTD Director John Booth;

'We have knowledge of several recent deals, and clubs in League 2 are accepting deals worth as little as £10k a year for teamwear deals.

'Its about the global market place as far as Nike and adidas are concerned and the top ten or so European football clubs are seen all over the world. At a lower level it's about keeping the competition out, and the likes of adidas and Nike, through partnerships with 3rd party teamwear providers have clubs in all four main English Divisions.

'Even well heeled brands like JD Sport (with rights to Diadora, Fila and Carbrini) or Sports Direct through Sondico brand have found it hard to break into the Premier League, Probably as neither has wanted to splash so much cash to secure deals with even second tier Premier League clubs expecting the earth.'


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