Are Under Armour preparing their biggest move into European football yet? According to reports in Spain, the American sportswear giant are in talks with Real Madrid to land a record breaking kit deal worth €150 million a year.
Having lost their title of 'World's Richest Football Club' to Manchester United and being overtaken by Barcelona in the same race, Real Madrid are keen to put themselves back at the top of football's money game. The Champions League holders have worn the Three Stripes since 1998 but their last deal with adidas was signed in 2012, and is due to expire in 2020. That deal is believed to be worth €40m plus add-ons per year, meaning it would be a good time for Under Armour to swoop with their wallet wide open.
Under Armour's £10million-a-year five year deal with Spurs expires this season.
Under Armour have excelled in their homeland. The brand have become a real force within American professional sports and boasts some of the biggest names, including Steph Curry, Tom Brady, Jordan Spieth and Michael Phelps, but the brand have so far struggled to make a real impact in European football. Tottenham Hotspur being their main accomplishment. For a brand with a huge budget, what better way to arrive on the scene than to tie up one of the most recognised football clubs in world football. That's a statement of intent for a brand that are constantly expanding.
Real Madrid, Barcelona and Manchester United each believe they're the biggest club in world football and each will be demanding world-record kit deals every time the discussion opens. Manchester United's €95m a season contract with adidas was huge, but it will certainly be topped. Barcelona also extended their contract with Nike last year, earning them a cool €85m a year. Real Madrid will understandably want to top that. Adidas were in talks with Real Madrid last year over a possible renewal to the existing deal, but no agreement was reached.
Will the lure of being the main club with Under Armour be a pulling factor for Real Madrid? Not having to share the spotlight with Manchester United seems tempting.
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