Real Madrid and adidas "are a step away from signing the biggest kit-sponsorship deal in club football in terms of money per season," according to José Félix Díaz of MARCA. The club could receive as much as €140M ($151.6M) per campaign "if all the clauses are met in a package which will break all records." The contract will be for 10 years. Club President Florentino Pérez has "always believed that the Real Madrid shirt is the most valuable in the market, based on sales, exposure and sporting success, although at the moment it is Barcelona" that is "in front in the final aspect" (MARCA, 1/29).
'PURE SPECULATION': SKY SPORTS' Paul Vinnell reported adidas dismissed reports it had "struck a world record shirt deal with Real Madrid" as "pure speculation." The deal -- if confirmed -- "would also cement Real's position at the top of football's rich list." When asked if the Marca report was correct, an adidas spokesperson said, "Unfortunately, as this is pure speculation at this point, we would not be able to make any official comment at this stage" (SKY SPORTS, 1/29). In London, Ben Rumsby reported Real Madrid's deal "would dwarf the one" adidas signed with ManU in '14. It would "also be as big as Liverpool, Arsenal, Chelsea and Barcelona’s kit deals combined." Steve Martin of M&C Saatchi Sport & Entertainment said, "It has been heading this way for some time. These clubs are so global now and their impact over 150-200 markets mean they can command rights fees of this level" (TELEGRAPH, 1/29).
