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Marketing and Sponsorship

Adidas Reportedly Will Break Sponsorship Deal With AC Milan

Adidas reportedly decided to break from its sponsorship of AC Milan "after 20 years of making the San Siro outfit's kits," according to 90MIN. AC Milan and adidas have become "almost synonymous with each other" through their affiliation which dates back to '98. But, according to Italian daily Gazzetta dello Sport, the German sportswear brand is "ripping up" its contract with the club "despite still having five years left to run on the deal." Adidas made the decision to end its sponsorship during the Chinese takeover of the club over the summer -- "agreeing to hold out" until the summer of '18. The club now faces the task of finding a new kit sponsor. Adidas' rival Nike is "unlikely to take the plunge" due to its relationship with Inter Milan. While "up and coming brands" New Balance and Under Armour are expected to compete for the club's exposure, whether or not the companies are willing to pay the same amount adidas did (€19.7M) is "yet to be seen" (90MIN, 10/10).

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