2015/2016 Premier League Battle of the Brands

By on August 1, 2015

The Premier League has come a long way since 2005 (well, maybe everything except Arsenal). Since the rebranding of the league in 1992, the finances involved have exponentially grown. £750 million could purchase Manchester United ten years ago, but last year, Adidas spent £790 million simply to supply United’s kit for the next ten years. Year after year, deal after deal, financial records in the league are being smashed; transfers, takeovers, and Adidas’ new deal with United is no different.

Adidas have trumped the £23.5m-a-year that Nike had been paying United, and more than doubled the biggest previous club deal — Adidas’ own kit sponsorship with Real Madrid. It’s rather ironic that Adidas based United’s kit on a retro style, given the barriers they’ve broken with the new deal.

Indeed, the kit supplier has signaled its intent to dominate the Premier League’s brand battle. Adidas currently supply six Premier League club’s kits in the coming season, including reigning champions Chelsea as well as West Bromwich Albion, Sunderland, Swansea City and Southampton.

Adidas’ main rival in the kit battle is Puma, who have risen in stature to supply Watford, Newcastle United, Leicester City, Everton and Arsenal. Nike is the main loser this season, only producing Manchester City’s kit after Queens Park Rangers were relegated. In the past two seasons alone, they’ve let go of deals will Everton, Arsenal and now Manchester United.

Nike, perhaps, are looking for quality over quantity. The bookies have Manchester City 11/4 to win the league, while Nike also maintain a profile of select clubs across Europe. Barcelona, Paris Saint-Germain, AS Monaco, AS Roma, Atletico Madrid and Internazionale are only the tip of the cream. Moreover, Nike and Adidas dominate the international market, the former supplying the United States, France, the Netherlands and Portugal, and Adidas making both the 2014 World Cup finalists’ kits.  Nike also produce the Premier League’s official ball.

Meanwhile, Nike have attacked the football boot market. In the battle of the boots last season, Nike’s Mercurial outpaced the Adidas Adizero by 207 to 191 goals. Nike, Adidas and Puma dominate the market while New Balance has also jumped into the frenzy.

The American brand, taking over for it’s subsidiary, Warrior, will supply Liverpool and Stoke City’s kits this coming season, also signing shoe deals with Adnan Januzaj, Vincent Kompany, Marouane Fellaini, Samir Nasri and Aaron Ramsey.

LONDON, ENGLAND - JULY 08:  New Balance player, Arsenal's Aaron Ramsey attends the launch of the New Balance Visaro and Furon boot at Pro Direct LDN19 on Carnaby Street on July 8, 2015 in London, England.  (Photo by Scott Heavey/Getty Images for New Balance)

LONDON, ENGLAND – JULY 08: New Balance player, Arsenal’s Aaron Ramsey attends the launch of the New Balance Visaro and Furon boot at Pro Direct LDN19 on Carnaby Street on July 8, 2015 in London, England. (Photo by Scott Heavey/Getty Images for New Balance)

Macron makes the kits of Crystal Palace and Aston Villa, Under Armor retain Tottenham Hotspur in their profile, Bournemouth have signed a new deal with JD and Umbro cling onto a deal with West Ham United. The more money that’s thrown into the game, it’s all in or all out. Puma and New Balance have signaled their intent to invest more in football, while Adidas dominates the Premier League’s battle of the brands by quantity; Nike by quality.

About Alex Morgan

Alex Morgan, founder of Football Every Day, lives and breaths football from the West Coast of the United States in California. Aside from founding Football Every Day in January of 2013, Alex has also launched his own journalism career and hopes to help others do the same with FBED. He covers the San Jose Earthquakes as a beat reporter for QuakesTalk.com and his work has also been featured in the BBC's Match of the Day Magazine.