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Italy linking up with Adidas as new kit sponsor

Italy secure new kit sponsor starting in 2023

March 10, 2022 By Michelle Bonsu
The Azzurri will now be sponsored by Adidas starting from the 2023, ending a 15-year long association with their prior sponsor Puma.

After 15 years, the Italian Football Federation (Federazione Italiana Giuoco Calcio or FIGC) have announced some big changes are on the horizon for the national team.

Starting from 2023, the Azzurri will be sponsored by Adidas. Adidas will not only sponsor the senior men's team, but will also provide kits for the youth, beach soccer, futsal, and even esports teams. 

According to Reuters, the deal is worth approximately $38.5 million per annum (€35 million) and is expected to last for four years. The same report notes that Puma's present deal is worth about $22 million (€20 million) per year, and will continue for the upcoming 2022 FIFA World Cup - assuming that they qualify.

The Azzurri will now join other premier national football teams under Adidas's umbrella, including powerhouses Belgium, Argentina, and Germany.


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