Aston Villa £20m deal wows Kieran Maguire – ‘Spectacular’
It is “spectacular” that Aston Villa have managed to secure a £20million per season kit agreement with Adidas.
That is the view of finance expert Kieran Maguire, who exclusively told Football Insider that he was surprised by the deal as Villa are not considered a “global brand”.
Villa announced a multi-year partnership agreement with Adidas as the club’s new kit manufacturer last Monday (20 May).
As revealed by Football Insider, Villa are set to earn a minimum of £17million from their Adidas agreement after qualifying for the Champions League.
Sponsorship expert Lukasz Baczek later explained that the value of the deal can rise to £20million if Villa hit a threshold of units sold.
It marks a huge upgrade on their previous kit deal with Castore, which was worth around £4.5million per season as a base fee.
Aston Villa Adidas deal stuns Kieran Maguire
Maguire believes the value of Villa’s deal is “spectacular” as Adidas are likely to lose money on the agreement.
“It’s spectacularly good value for Villa,” Maguire told Football Insider’s Sean Fisher.
“They have done superbly well under Emery this season qualifying for the Champions League and you have got to give the club huge credit for that.
“At the same time, Aston Villa are not a global brand – Liverpool’s last deal with Nike was only worth a flat £30million per year.
“So Villa getting £20million from this Adidas agreement is spectacular.
“When you look at the number of units that they are likely to be selling, Adidas must either be using this as a huge loss leader, or the club is getting next to zero commission on each unit sold.“
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