Western Sydney Wanderers and Adidas ink significant three-year deal

Western Sydney Wanderers and Adidas

Western Sydney Wanderers FC announced that they have signed a three-year partnership with global apparel and football giants Adidas.

This collaboration will feature the iconic three stripes across the club’s Isuzu UTE A-League Men’s, Liberty A-League Women’s, Powerchair, Wanderers Academy and Community Programs until the end of 2026/27 – a key investment into all WSW teams.

Founded close to 100 years ago, Adidas are one of the world’s most recognisable sports apparel brands and became a household name in 1954 after designing the world’s very first pair of football boots.

The kits for the upcoming season have been designed in partnership with Ultra Football, Australia’s largest multi-branded football store with locations in Sydney and Melbourne.

Western Sydney Wanderers CEO Scott Hudson expressed his delight in beginning their impactful partnership with Adidas.

“Adidas are a world-renowned brand, and we are also excited to work closely with Matt and his team from Ultra Football as we move into a new era of football culture and merchandising,” he said via press release.

Ultra Football General Manager Matt Adams explained the congruency in the partnership and how it would help both parties succeed.

“Western Sydney Wanderers shares similar values to Ultra Football, building its brand by football fans, for football fans,” Adams shared as per media release.

“Ultra Football takes great pride in connecting adidas, one of the globes greatest sporting brands, and Western Sydney Wanderers together.

“Our teams are very excited to launch an exciting adidas range of products, to the Wanderers fan base.”

This move makes the Wanderers the only club with an Adidas partnership in 2023/24 and has proved very popular with the Wanderers fanbase online with the announcement videos posted attracting a lot of attention.

Adidas’ football sector in particular is huge, highlighted by the partnerships with elite clubs like Manchester United, Real Madrid, and Bayern Munich. They also have 33 million followers on Instagram and specialise in creating football boots that are recognisable by every footballer including Predator, Ace, X and Copa.

This partnership is a huge step in the right direction for the Wanderers to become a bigger club in Australia and also focus on improving the quality of their apparel in a bid to sell more merchandise.

German football ends 70 years with Adidas for Nike deal

The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas.

The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns.

Nike were able to blow away Adidas’ offer and the deal was one they simply couldn’t refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million.

Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs.

This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport.

However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game.

DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas.

“We understand every emotion. It’s also a drastic event for us as an association when it becomes clear that a partnership that was and is characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold,” Neuendorf said in a statement.

“The DFB has to make economic decisions against this background. Nike made by far the best financial offer in the transparent and non-discriminatory tender process.

“The federation will do everything we can to achieve shared success with our long-standing and current partner Adidas, to whom German soccer has owed a lot for more than seven decades.”

It is a huge loss for Adidas’ legacy, losing a long term relationship with the country’s biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company.

However, the company still has a huge standing in football despite this issue and won’t be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor.

This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success.

Nick Galatas on addressing the link between National Second Tier with promotion and relegation

The National Second Tier (NST) competition is building towards its expected start date of March/April 2025, but its final structure has not been settled.

While eight teams were initially announced with representation from Victoria and New South Wales, we are still yet to find out who will make up the rest of the ‘national’ component.

We will at least have an update on this around June 2024, as the Request for Proposal (RFP), Assessment & Review and Completion Phases are all completed.

Association of Australian Football Clubs (AAFC) Chairman Nick Galatas has been a vocal advocate and involved in establishing the NST from its inception, but despite the previously announced foundation clubs, there is still work to do to ensure the NST starts in the best possible shape.

At this stage, eight foundation clubs have been confirmed, but there is a push to increase the number to at least 12.

Despite 26 clubs advancing to the RFP phase, only 8 foundation clubs proved to be a major drop off from what appeared a healthy pool of teams to choose from.

“There were 26 clubs that looked to be in a great position to be selected to start in the new NST,” Galatas told Soccerscene.

“From those, it would be expected to get 12 for a kick-off in 2024 but didn’t pan out that way.”

A lack of structure around how promotion and relegation will work with the NPL does leave some uncertainty for the clubs left out of the NST. Many clubs remain eager to be part of the expected four additional teams to be added for the competition’s commencement early in 2025.

For Football Australia, consistency will need to be applied across the board about how clubs go up and down between the NST and NPL when promotion and relegation commences. Football Queensland has made rules that a Queensland coming into the NST will revert to the competition it was in before it joined the NST. That is inconsistent with the approach of other member federations.

For example, with Preston Lions FC competing in Victoria Premier League 1 in 2024 prior to the commencement of NST, if they get relegated is it one step below to NPL Victoria or the original league they are in now?

Galatas outlined how everyone must be on the same page to form a unified system.

“As a scenario, we can think ahead to, say, 2027 and it’s the third year of competition, which is may also have expanded by then and include Queensland teams,” he said.

“For example, if, say, Preston Lions from Victoria and Sunshine Coast Fire FC from Queensland are relegation candidates in that season, it’s untenable that those teams would face different predicaments if relegated with Preston to the NPL and Sunshine Coast to oblivion.

“Hypothetically if we talk about relegation, everyone agrees that a Victorian-based club would be relegated to NPL Victoria even if originally from a lower league.

“However, when you compare it to a Queensland club, getting relegated means that they go into oblivion, which doesn’t add up. It’s fundamental and accepted practice that a relegated team goes down one rung and it has the chance to come up again.

“Football Australia needs to discuss a relegation scenario with all of the member federations and ensure there is a consistent approach. It will run the competition and must ensure the member federations work together with it and the clubs to achieve this outcome.”

Galatas outlined what he hopes to see out of the upcoming application process, moving one step closer to an Australia-wide competition.

“Instead of the eight confirmed teams we see now, it should be 12 teams from hopefully at least four states or territories to achieve the best competition,” he said.

“I would have liked to have seen a 2024 start date with 12 teams and have all the big players ready to go, but instead we’ve had a delay. But so long as we use the additional time to start strongly, the extra year to wait is not important in the overall picture.

“Having Queensland plus at least one of South Australia, Tasmania and Canberra to include four states from the get-go is the ideal platform to build on.

“Then we can look at Western Australia and the remaining areas as we build – we are just starting. We can grow the competition without rushing into it too much from a logistical point of view.”

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