Keith Wyness reveals Aston Villa windfall ahead of new Adidas drop
Aston Villa may only make around £1million from their expected new Adidas Spezial clothing collaboration.
That is according to former Villa chief executive Keith Wyness, speaking exclusively to Football Insider, who believes that Adidas will take the majority of the profit, with his former club only receiving a small percentage of the sales revenue.
Villa's new collection with Adidas has been heavily tipped to drop in October, after Manchester United released a new collection with the German sportswear brand earlier in the month.
However, Wyness believes that the imminent release will have more benefit for Villa's brand, rather than their coffers.
United's latest Adidas Spezial release saw a new pair of trainers, a new tracksuit, plus a T-shirt and polo shirt hit the shelves, and Villa's drop is expected to provide similar products.
Almost all of United's products retailed at over the £100 mark, but even if Villa match that, it is unlikely to move the needle for their finances.
Adidas collection to 'cement' Aston Villa status
Villa's former chief Wyness - who served as CEO at Villa Park between 2016 and 2018 and now runs a consultancy business advising elite clubs - believes that Villa's imminent collection with Adidas will help to further "cement" their status as one of English football's most traditional and recognisable clubs.
The Scottish businessman does not expect the clothing range to move the needle financially, but it is something that is sure to be enjoyed by the fans.
Speaking on the latest edition of Football Insider's Inside Track podcast, Wyness explained why the Villa brand will also benefit.
"This collection from Adidas is supposed to be given to clubs to celebrate the great terrace culture, and only those clubs that have great tradition and traditional fans get this opportunity," he said.
"So in that sense, it's a big plus for the Aston Villa brand, and they should accept it as such. Obviously, Adidas are trying to position themselves with another revenue stream, at the same time becoming valuable to the clubs and the clients they have.
"I would estimate that this collection may turn over revenue of somewhere between £5million to £8m is my guess on that. However, Villa would only have a commission of somewhere between 10 and 15 per cent is my estimate on this.
"So they're only going to end up, as I say, maybe up to £1m maximum, depending on what their commission is. So it isn't going to be a game changer.
"But it's another expansion, and it cements Villa as another great traditional club. I have a great soft spot for Villa, had a great time there, really enjoyed it, and so overall, while it's not a game changer, it's nice to have."
Aston Villa on course for 'problematic' '£30m' blow
Former Manchester City financial advisor Stefan Borson recently told Football Insider that Villa stand to lose as much as "£30m" from their Premier League prize money compared to last season.
Unai Emery's side have endured a tough start to the new campaign, and are currently a far cry from the team that secured Champions League football last term.
Borson is adamant that a low finish in the Premier League would be hugely "problematic" for the Villans due to their SCR standing.
The second city outfit have been toeing the line of the financial restrictions in recent years, and a significant drop in prize money could affect their revenue badly.