Adidas is reinforcing its sports marketing investments in the U.K. through a contract with Birmingham City, a second-division English club which is said to be likely to move back into the Premier League for the first time since 2011. The team was sponsored by Carbrini, the private label of JD Sports Fashion, since the 2014/15 season. Meanwhile, Spanish reports indicate that the Swoosh is readying an offer to increase its annual fees for the Barcelona team from €54 million to €85 million or more, including performance bonuses. Their current contract expires in mid-2018.

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