Aston Villa, the Premier League soccer club, has announced a significant multi-year kit supply agreement with Adidas, starting from the 2024-25 season. This partnership marks the end of Villa’s current association with Castore, which has been marred by player complaints over the quality and functionality of the kits. The deal with Adidas, described as the most substantial in Villa’s history, will see the German sportswear giant outfitting all of Aston Villa’s men’s, women’s, and junior teams with match kits and training wear. This announcement coincides with the club’s recent qualification for the UEFA Champions League, elevating its status on the European stage.
Controversy had surrounded Villa’s kits under Castore, with players criticizing the “wet look” kits for not effectively absorbing sweat, which they felt hindered their performance during matches. The club’s chairman and co-owner, Nassef Sawiris, who also serves as a supervisory director of Adidas’s German operations since 2016, played a likely role in securing this new partnership.
Chris Heck, president of business operations at Aston Villa, expressed enthusiasm about the new partnership, stating: “We believe we should be judged by the company we keep and so we are delighted to announce our partnership with Adidas. This partnership represents an exciting new chapter for Aston Villa as we look to position ourselves consistently amongst the top football clubs globally.”
The Adidas deal is part of a broader commercial strategy for Aston Villa, which also includes a new shirt sponsorship deal with betting company Betano, valued at around £20 million per season.
