Adidas 'make decision' on new Elite clubs after Aston Villa agreement

Aston Villa agreed a new manufacturing deal with adidas earlier this year

Aston Villa agreed a lucrative deal with global sportswear manufacturers adidas in the summer, after ending their contract prematurely with previous suppliers Castore following complaints from players in both the Men's and Women's teams about the quality of the material.

Adidas, originating from Germany, are renowned the world over and work with the biggest clubs on the planet, including Real Madrid, Juventus, Manchester United and Arsenal. Next year, they'll add Liverpool to their list of clients, while also already producing various clothing lines for Villa, Newcastle United, Celtic, AS Roma and various clubs around the world.

Villa's chairman and co-owner Nassef Sawiris owns around seven percent of adidas, and struck an agreement with Villa's president of business operations Chris Heck to take over from Castore in the summer, moving forwards.

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"Now all of a sudden we’re in 120 countries, in stores," said Heck, upon striking the deal. "Before, we had a very underwhelming local brand that couldn’t do anything. The revenue stream in that alone is through the roof. That’s a win for the fans and a win for the club. We have better gear, more stuff, we look cooler, our brand is cooler. Everything is better. That’s a good win for everybody."

There is more attention to detail and more on offer for supporters of clubs who follow adidas' 'Elite' clubs - for example, followers of Arsenal, Real Madrid and the other Champions League sides have a greater choice of threads and improved technology used to create their strips. Adidas, it has been reported, are to add to their Elite group of clubs.

FootyHeadlines claim that the new clubs who will be Elite clubs heading into the 2025/26 season will be Celtic, Roma, Liverpool and Newcastle, but as of yet there is no confirmation as to whether the Lions will eventually be on the list.

The specific benefits of becoming an 'elite' club start with the sale of two variations of kits and training wear. 'Authentic' clothing uses the brand's latest Heat.Dry technology and would be sold at a greater price, whilst replicas would likely match the price point of this season's kits.

There is also the benefit of having a greater production of sportswear, lifestyle clothing and Villa-branded equipment, but most interestingly the jump to 'elite' status could mean the club are allowed third kits branded with the famous trefoil logo, much like examples produced for the likes of Man United and Real Madrid this term.

Would you expect Villa to be on the list? Tell us HERE

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