Kieran Maguire cites Rangers as Aston Villa agree £12m+ deal
The deal between Aston Villa and Adidas will not be much more lucrative than their previous agreement with Castore – with Rangers benefitting more financially from their alliance.
That is the view of finance expert Kieran Maguire, who spoke exclusively to Football Insider about the value of Villa’s new kit manufacturer deal.
Villa agreed a multi-year deal this month with Adidas to replace Castore as their kit manufacturer starting in the 2024/25 season.
As revealed by Football Insider, Villa’s new Adidas deal is worth £12million per season – three times the value of their previous Castore agreeement.
However, Villa’s £12million deal still ranks significantly worse than Newcastle’s deal with Adidas this year, while Manchester United earn £90million per season with the German sports company.
Maguire explained that Villa will be ranked as a ‘tier-two’ partner at Adidas, meaning their deal will be valued much lower than other clubs.
“I think there has to be a degree of caution in relation to the Adidas deal with Aston Villa,” Maguire told Football Insider’s Sean Fisher.
“All of the major kit manufacturers – Adidas, Nike, Puma – have what they refer to as their tier-one football partners.
“In the case of Adidas, that’s going to be Manchester United, Real Madrid and so on.
“Aston Villa are likely to fall further down and be classified as a tier-two partner, so it’s not necessarily going to be hugely financially beneficial for them to replace Castore, like it was for Rangers.
“Under Castore, Villa would have been a tier-one partner, and the devil will be in the detail in terms of the kit.
“The main benefit, however, will hopefully be in respect of the quality of the merchandise.
“Castore had significant problems in that regard, not just in terms of Aston Villa but also with Newcastle, Rangers and others.“
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