Nassef Sawiris the key as ‘brilliant’ Aston Villa deal agreed – Keith Wyness
Aston Villa’s former chief Keith Wyness has suggested part owner Nassef Sawiris will have been instrumental in striking a mega-money kit deal with Adidas.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Villa Park between 2016 and 2018 and now runs a football consultancy advising elite clubs –claimed the new deal has seen the Midlands side more than quadruple their kit revenue.
Aston Villa announced a multi-year deal with Adidas on Sunday (19 May) which will see the German sportswear giant become an official supplier this summer.
Villa share links to Adidas through their co-owner Nassef Sawiris, who reportedly owns a six percent stake in Adidas.
Unai Emery’s side will also sport a new front-of-shirt sponsor in the 2024-25 campaign, with Greek online sports betting platform Betano reportedly paying £40million for a two-year deal.
Aston Villa have sealed quadruple-your-money deal thanks to Sawiris, says Wyness
Wyness claimed Villa can only continue to supercharge their revenue by maintaining their place in the Champions League.
He told Football Insider‘s Insider Track podcast: “It’s brilliant news for Villa.
“Having been there in the Championship, the kit deals weren’t quite as easy to get across the line.
“Adidas is an interesting partner.
“The Villa part-owner, Mr Sawiris, owns about six per cent of Adidas – so I’m sure there was a word in the correct ear to make this happen.
“I believe the kit revenue has gone from about £4million per year to around £17-18million per year.
“It’s obviously not where they’d hope to be compared to the likes of Liverpool.
“But if they can continue this success and maintain their place in the Champions League, the deal will be a huge success for all parties.
“They will start to build the revenue coming in.
“I think it does help to have such a big deal in place, and I think Adidas fits well at Aston Villa. It’ll be good for both parties, and it’s up to the club now to push on.”
In other news, Aston Villa could accept Jacob Ramsey offer with deal close.
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