Swansea Sign Adidas as Technical Partner After Promotion

June 7, 2011

Newly-promoted English Premier League bound soccer club Swansea City have agreed a new kit manufacturing deal with Adidas.

Adidas will provide the Swans with all playing and training kits as the club’s new technical partner after the side became the first Welsh outfit to win promotion to the top flight of English soccer for 30 years. The German sportswear giants replace Umbro as kit provider after signing a long-term partnership with the club that is estimated to be worth around US$2.46m per season.

Steve Holland, commercial club partnerships manager for Adidas, said: “We are delighted to announce the partnership and welcome Swansea to the Premier League. We share a great history and look forward to some very exciting times for the club, the fans and Adidas with some compelling off pitch marketing plans to be announced over the launch period and into the season.”

The agreement will leave fans of the club rolling back the years after City wore Adidas kits the last time they reached the top flight of English soccer, during the 1981/82 and 1982/83 seasons in the old First Division.

Leigh Dineen, vice chairman of Swansea City, said: “We are delighted to team up with Adidas at such an exciting time in the club’s history. Adidas are renowned for the design and quality of their sportswear and, after the plaudits we’ve received this season for our style of football, we believe it’s the perfect match.

“It’s ironic that the season we return to the top flight we are back with Adidas for the first time since the club made their dramatic rise from the old Fourth Division to the top of the First. Up until now that has been our most successful period and I’m sure our supporters must be absolutely delighted with the news that we have reunited with Adidas. They are a global brand leader with a reputation for quality and that’s where we want to be as a club for many years to come.”

In the aftermath of their promotion to the Premier League, Swansea City insisted they would continue to strike sponsorship deals with the club’s existing backers at last season’s prices. According to the Western Mail, pitchside advertising at the Liberty Stadium cost between US$1,000 and $5,000 during the 2010/11 campaign.