Aston Villa official statement after Newcastle United agree £30m deal

Newcastle United aren’t the only Premier League club beginning its partnership with Adidas this summer.

Aston Villa have officially confirmed they have signed a multi-year agreement for the sportwear giant to become the club’s official kit partner from the 2024-25 season onwards.

It comes after Newcastle announced a similar deal in September last year, one that is thought to be worth £30million per-season. Both the Magpies and Villa have negotiated early exits from their Castore deals having experienced issues, whether that be from the production side or customer service.

“We believe we should be judged by the company we keep and so we are delighted to announce our partnership with Adidas, one of the biggest and best sports brands in the world,” said Chris Heck, President of Business Operations at Aston Villa Football Club. “This partnership represents an exciting new chapter for Aston Villa Football Club as we look to position ourselves consistently amongst the top football clubs globally.

“The announcement of the partnership with Adidas, the biggest technical partnership in the Club’s history, follows the announcement of our new front-of-shirt partner, Betano, a couple of weeks ago and marks another milestone on the journey to grow our business on the global stage. We cannot wait to show the fans the new home shirt for the upcoming season, a season which will see UEFA Champions League football at Villa Park for the first time in the Club’s history. Up the Villa!”

Nick Craggs, Global Football General Manager, Adidas, said: "We are delighted to announce and share with fans adidas’ new partnership with Aston Villa Football Club.  To partner with the club for the first time in our histories is a signpost for an ambitious future together; from the foundation of making the best product for both athlete and fan, to sharing stories and moments that will connect us with Aston Villa fans the World over.” 

While Villa fans await further launch details, Newcastle supporters know their first home shirt designed by Adidas in 14 years will go on sale from Friday, June 7. Sales are expected to soar with Adidas previously designing some of the club’s most iconic kits, particularly in the 1990s.

As part of the agreement, the Magpies will move their retail operation in-house and fully refurbish the club store that is situated at the Gallowgate End of St James’ Park. While the store undergoes an extensive refurb, a temporary shop - made up of five modular ‘Rapid Retail’ units - will open on Wednesday, May 29.

In addition, Eddie Howe and his players are set to visit Adidas’ state-of-the-art £850million World of Sports facility in Herzogenaurach in July before eventually flying out to Japan - via the UK - for a commercially driven tour that includes two friendly matches.