It is a measure of just how popular Adidas’s design is that Leeds United’s away kit for 2024-25 is selling in record numbers despite the presence of Red Bull’s logo on the shirt.
The classic yellow and blue number features the iconic ‘smiley’ badge and Leeds said that they had shifted 15,000 just 24 hours after it was released.
The marketing campaign orchestrated jointly by Adidas and the club played a big part in that, with billboards teasing the design on billboard throughout the city prior to its launch.
That was typical of the German sportswear company, whose advertising is among the best in the world and whose marketing budget runs into the billions.
Leeds partnered with Adidas in 2020-21 upon the club’s return to the Premier League.
| Manufacturer | Dates |
| Adidas | 2020-present |
| Kappa | 2015-20 |
| Macron | 2008-15 |
| Admiral | 2005-08 |
| Diadora | 2004-05 |
| Nike | 2000-04 |
| Puma | 1996-00 |
| Asics | 1993-96 |
| Admiral | 1992-93 |
| Umbro | 1981-92 |
| Admiral | 1974-81 |
With the club back in the big time, it was no surprise to see Adidas swoop for the rights to produce and distribute their kit. After all, there are very few clubs in Europe who sell more shirts than Leeds.
UEFA data shows that Leeds were 17th on the list of clubs who banked the most from merchandise in the last financial year, when they generated £48m in commercial income all told.
The fact that the West Yorkshire club recently inked a new deal with Adidas meanwhile is evidence that the club’s commercial appeal is strong regardless of whether they are in the Championship or top flight.
And the latest news from LS11 shows how the partnership may be set to evolve as it begins its new chapter.
Leeds United’s latest commercial deal: Significant for Adidas
Leeds United’s retail experience is set for a shake-up after the club announced a new partnership with Fanatics.
Under the terms of the new deal, the United States-headquartered company will oversee the club’s digital and physical retail presence.
Part of the announcement read: ‘Along with being a distributor for Leeds United’s adidas product, Fanatics will have the rights to manufacture a wide variety of fanwear and accessories, ensuring supporters have access to an assortment of high-quality Leeds United fan merchandise that will suit every taste and style, providing them with the widest range of Leeds United merchandise ever made available.‘
That is significant in terms of Leeds’ deal with Adidas as it sounds like Fanatics could take over the logistics and retail operations, including warehousing, order fulfilment, and so on.
In theory, this setup lets Adidas and Leeds focus more on design and marketing, while Fanatics use their infrastructure to boost availability and efficiency in getting products to fans.
That is the hope, anyway.
Some critics have raise concerns about Fanatics’ quality control and customer service.
The true value of Leeds’ kit deal with Adidas
The terms of Leeds’ partnership with Adidas have not been reported, but experts consulted by LeedsUnited.News say they would be surprised it if wasn’t the biggest kit deal in the Championship.
The Red Bull front-of-shirt deal, for example, is believed to be a record for a second-tier club at about £8m per year.
Typically, front-of-shirt and kit partners pay broadly similar rates.
Should Daniel Farke’s side win promotion back to the top flight, there are step-up clauses in the Adidas contract that will see Leeds bank more from the deal.
They will also earn a commission on each Adidas unit sold.
Usually, that cut is somewhere between five and 10 per cent.
Receive a digest of our best Leeds content each week direct to your mailbox
