MANCHESTER UNITED’S HISTORIC 10-year, €945 million shirt sponsorship deal with Adidas could shrink significantly if the team struggles.
Starting in the 2015-16 season, if United fails to qualify for the Champions League in two-straight years, the sponsorship deal would be cut by 30% – roughly € 283 million – for that year.
It would be restored to the full annual amount once they qualify for the Champions League again.
The team disclosed the terms of the agreement in this SEC filing.
Last year’s disastrous seventh-place finish was the first time United failed to finish inside the top-four in the history of the Premier League.
Despite the team’s history, it’s undeniable that it’s becoming harder to qualify for the Champions League.
There are currently five teams (United, Manchester City, Chelsea, Liverpool, and Arsenal) who expect to finish in the top four every year. Then there’s Tottenham and Everton with growing Champions League ambitions.
To put things in perspective, though, even if United’s Adidas deal is reduced 30%, it’d still be nearly double what Nike pays Barcelona (€35 million), the sportswear giant’s most expensive kit partner.