Will this German snub hit Arsenal hard for next season?

Adidas

The club may have had success in signing the likes of Thomas Eisfeld, Lukas Podolski and Per Mertesacker from Germany getting a company from Deutschland interested in The Emirates has been much harder. Should Arsenal now look into the Asian market?

We are not talking about a player here but from the company adidas who have reportedly informed Arsenal they will not be bidding for the kit rights at the club.

When the news was broke in 2012 that a deal with adidas was looking more than imminent Arsenal fans immediately got nostalgic about the previous three-stripe emblazoned kits of old; quickly forgetting the 18-year-partnership with Nike.

However the main positive of a deal with adidas would have been financially. At the moment the deal they have with Nike is way below the likes being paid by, for example, Warrior at Liverpool or that the same company pays Manchester United.

The new deal was one of the major streams of revenue to help fund an apparent ‘warchest’ for Arsene Wenger in the summer.

Arsenal’s new Head of Retail Simon Lilley was the first indication of a potential re-brand with the German conglomerate due to his involvement with the kit-deal with Team GB for the Olympic Games in London last summer.

However it is clear now that this is simply a partnership that will not happen.

The German company is currently happy with its presence in the Champions League with Bayern Munich, Real Madrid, Chelsea and AC Milan all currently partners while the Premier League market also has Swansea, West Brom, Stoke City and apparently West Ham likely to be their London club to ally themselves with the new Olympic Stadium lease.

Where does that leave Arsenal?

Well at the moment Nike are getting a bargain at the club and without sufficient competition the American company will not have to increase their bid in order to renew their long-standing partnership.

Arsenal may have to look at new ventures for the best deal. Liverpool and Tottenham both currently have big sponsorship deals with Warrior and Under Armour respectively and Arsenal may have to tempt companies such as these in order to get the money they want or to convince Nike to up their bid.

The Asian market for instance could be tapped with Chinese company Li-Ning a definite avenue to investigate.

Whatever the course of action there is little doubt this snub will have a massive effect on the plans for the summer.

image: © warrenski

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