Yahoo News Adidas mark new Aston Villa partnership with teasing video and six-word message
Global sportswear brand adidas confirmed their new partnership with Aston Villa on Monday with a teasing video welcoming the Lions into the Three Stripes family. Villa announced, after a series of hints in recent weeks, that they'd be switching to adidas ahead of next season after ending their contract with Castore, whose kits were at the centre of well publicised issues this past season.
Adidas work with some of the biggest clubs in the world, including Arsenal, Real Madrid, Manchester United and Bayern Munich. Villa, along with Newcastle United, will join their ranks in 2024/25. It marks a significant breakthrough for Villa, who have more recently turned to the likes of Macron, Luke 1977 and Kappa to produce their kits.
The company's UK X account posted a video on Monday, with the caption: "Holte Enders in the stripes. welcome to the /// @AVFCOfficial." They also responded to one supporter: "Three Stripes & AVFC, It just makes sense." When asked to release the new kits, they added: "Patience, we’re cooking."
Villa's president of business operations Chris Heck, who has been busy driving revenue since his arrival and continuing in his work to globalise Villa, also confirmed that Betano would be the front of shirt sponsor on the new kit. It's an unspecified multi-year deal with adidas for both the men's and women's teams.
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“We believe we should be judged by the company we keep, so we are delighted to announce our partnership with adidas, one of the biggest and best sports brands in the world," Heck told AVFC. "This partnership represents an exciting new chapter for Aston Villa Football Club as we look to position ourselves consistently amongst the top football clubs globally.
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“The announcement of the partnership with adidas, the biggest technical partnership in the club’s history, follows the announcement of our new front-of-shirt partner, Betano, a couple of weeks ago and marks another milestone on the journey to grow our business on the global stage. We cannot wait to show the fans the new home shirt for the upcoming season, a season which will see UEFA Champions League football at Villa Park for the first time in the club’s history. Up the Villa!”
