The rivalry between Nike and adidas is once again reshaping the commercial landscape of European football, according to Repucom and PR Marketing's latest Kit Supplier Report. Shirt sales in Europe continue to be big business for kit suppliers. Approximately 13 million shirts were sold by the 98 clubs of the top five European football leagues last season. English Premier League clubs sold the majority of this figure, selling more than 5 million shirts in total. This compares with clubs of Spain’s La Liga (3.1 million), the German Bundesliga (2.32 million), France’s Ligue 1 (1.22 million) and Italy’s Serie A (1.18 million).
In the coming season however, of these top European leagues, it is only the EPL where Nike is not the most dominant kit supplier.
Of the 25 brands supplying kits to teams of Europe’s top five leagues ahead of the '14-15 season, Nike has outpaced its German rival adidas for the first time since the '09-10 season. Nike will kit out 26 clubs, whilst adidas will supply 18. Repucom football expert Andrew Walsh said, "How the strategies of these big brands develop will ultimately play a defining role in shaping the commerciality of the industry itself and it is key for clubs to see how these two giants are carving up the European football apparel market" (Repucom
). To download the full report, click here