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adidas will continue as Feyenoord’s Strategic Partner for a further five years. In the wake of a successful partnership that began at the start of the 2014-2015 season, the two parties have now reached a deal on a renewal that runs until 30 June 2023.
Since joining forces with adidas in 2014 Feyenoord has enjoyed a unique distribution model for official club apparel. Under the deal, all Feyenoord/adidas apparel is exclusively available through the official Feyenoord retail channels. The success of this model, which has driven structural growth, has led the parties to sign a new deal.
Senior Vice President Region West, adidas Western Europe, Gavin Thomson, expressed his delight at the contract renewal. ‘We are enormously proud of this new contract with Feyenoord. The club, the city, the supporters, it all fits perfectly with the adidas brand. Furthermore, the success of the shops and the online store has vastly exceeded our expectations. These are the main reasons to renew the contract and extend the contract term. We are looking forward to all the great things to come.’
Feyenoord’s commercial director Mark Koevermans is very pleased with the renewal of the contract between adidas and the club. ‘adidas is a leading brand worldwide in football and suits this club wonderfully. From the very first day we have had a very positive response from fans to the brand and that is now shown by the popularity of the shirts and other match-day and training apparel. We are especially proud that adidas has shown faith in us going forward with this greatly improved agreement.’
A special video has been produced to celebrate the contract renewal. Watch it here.