Nottingham Forest invokes European Cup history with Adidas deal

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Nottingham Forest & Adidas
Image credit: Nottingham Forest

English Premier League side Nottingham Forest has announced a new multi-year kit deal with historic partner Adidas for the 2023/24 season.

The deal will cover all of Forest’s teams including its academy and women’s sides. It also has allowed for the upgrade of Forest’s official megastore which reopened under Adidas in July, just in time for the new EPL season.

Adidas is a German athletic appeal and footwear manufacturer that is the largest in Europe and second largest in the world. By partnering with such a large group, Forest is placing themselves as peers alongside the likes of Manchester United and Real Madrid who are both also sponsored by the German manufacturer.

Not only is this deal great financially for the club, but it also has a great emotional resonance for the Tricky Trees who were sponsored by Adidas back in the 1970s when the club won back-to-back European Cups.

Speaking to this longstanding connection and the club’s excitement in having Adidas join them on their new Premier League chapter Nottingham Forest Chairman, Nicholas Randall KC, said via press release:

“We are delighted to announce Adidas as our new official kit partner,” he stated.

“Adidas is a highly respected global brand with a special relationship with Nottingham Forest arising from the iconic shirts forever associated with our European Cup successes.

“We now look forward to working together again with the aim of writing a new story of achievement for the current generation of our supporters.”

Mirroring these sentiments on the two partners shared history Adidas’s VP Brand in North Europe, Chris Walsh added via press release:

“Nottingham Forest has an incredibly rich history in football, and it is an exciting prospect for Adidas to partner with the club for the foreseeable future,” he said.

“Adidas worked with the club during some of its most successful times, including the club’s two European Cup wins in 1979 and 1980.

“We now look forward to further success with the club and its passionate fans in the coming years.”

Overall, this a fantastic opportunity for the historic club. Not only does it provide a great kit sponsor with huge access to the latest technology and industry insights, but also helps to build up this proud club for ongoing success.

Prior to last season, Nottingham Forest had spent nearly 30 years away from the top flight of English football so it is great not only for fans of the club but also lovers of English football alike to have them back in the top league. A sponsorship such as this proves the club’s seriousness in maintaining its place among some of the biggest clubs in world football.

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Coventry City set for stadium redevelopment

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Image Credit: Coventry Building Society Arena

Newly promoted Premier League club Coventry City have announced a $29 million deal to redevelop their current stadium.

Following a Championship winning 2025/26 campaign which saw the club return to the top-flight for the first time in 25 years, Coventry is hoping to transform CBS Arena into a destination stadium.

The project will focus on upgrading the stadium’s premium hospitality areas, with several new lounges, suites and event spaces planned as part of the redevelopment.

The investment is part of the club’s long-term vision to maximise the venues year-round commercial potential.

Work on the stadium redevelopment is expected to be carried out over the next three years alongside Coventry City’s home fixture schedule.

Coventry City Owner and Executive Chairman Doug King said the investment represents a significant milestone for both the club and the CBS Arena.

The investment demonstrates a commitment to developing the venue into one of the leading multi-purpose stadiums in the region.

The announcement follows a growing trend across English football, with clubs continuing to invest in stadium infrastructure as they seek to diversify revenue streams beyond ticket sales.

Hospitality, conferencing and live events have become increasingly important sources of income, particularly as clubs look to improve long-term financial sustainability.

Venue management company Legends Global is the club’s new long-term partner as part of the project.

Legends Global said Coventry fans deserve a venue experience that matches the occasion, with the partnership focused on transforming the stadium and raising the standard of what it offers.

The CBS Arena has been Coventry City’s home since 2005 and regularly hosts major sporting events, concerts and business functions.

 

 

UEFA set to end FIFA boycott threat after World Cup investment plan collapse

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Image Credits: UEFA

UEFA is set to withdraw its threat to boycott FIFA competitions after receiving assurances that a controversial private investment plan will not return. The dispute originally centred on FIFA President Gianni Infantino’s proposal to bring private investors into the commercial rights of the World Cup and other FIFA tournaments.

UEFA strongly opposed the plan. European football leaders argued that major international competitions should not become investment products. FIFA later withdrew the proposal. However, UEFA continued to demand guarantees that it would not be revived.

Those assurances now appear to have eased the immediate conflict.

FIFA’s money move

The dispute was about more than football governance. It raised a major question about who controls football’s most valuable commercial assets.

Infantino’s proposal involved creating a new commercial structure that could have attracted billions of dollars from private investors. Reports put the proposed business at around $28 billion ($20 billion USD), with investors set to take a stake in the new entity. For FIFA, private capital could have created new opportunities to expand commercial revenue and fund football development. For investors, World Cup-related rights would offer exposure to one of the world’s most valuable sporting properties.

But UEFA’s opposition highlighted the risks. Selling part of the commercial upside could reduce FIFA’s control over future revenue and create pressure to prioritise financial returns.

Why it matters for football

The outcome could shape how football’s biggest competitions are financed in the future. FIFA still controls enormous global media, sponsorship and commercial assets. Any move to bring outside investors into those assets could change the balance of power across the sport.

The failed proposal also exposed tensions between FIFA and major football confederations. UEFA, CONCACAF and the AFC all criticised the original plan.

For clubs, broadcasters and sponsors, stability matters. A prolonged dispute between FIFA and UEFA could create uncertainty around competition. The FIFA Under 20 Women’s World Cup kicks off on September 5th. Not only was there debate over whether European nations would participate, but the tournament is being held in the European nation of Poland.

With the boycott officially over, the disruption to the tournament has been alleviated, but wider tensions still remain.

The conflict is not over

UEFA may now drop its boycott threat, but its discontent with Infantino’s leadership remains.

UEFA leaders continue to push for a change at the top of FIFA. European football figures have also called for greater transparency and stronger consultation with football stakeholders. So whilst the immediate business threat has eased, the bigger question remains. Who should control football’s future commercial growth and who could contest Infantino in March at the next presidential election?

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