Adidas has continued its deal with Portuguese club SL Benfica till 2027. This is one of the most prosperous partnerships in football with the O Glorioso and the German brand cherishing a relationship of more than three decades (1983-84, 1989-90 seasons and 1997-98 to 2026-27 seasons).
The promotional video showed some of Benfica’s recent history. The most iconic victories, incredible goals, and talents like Rui Costa, Simão Sabrosa, Nuno Gomes, Jonas, Renato Sanches, and João Félix were all featured in the announcement. The video also highlighted some of the new commitments to society, including gender equality.
Portuguese daily newspaper Diário de Notícias put the value of the previous deal, from 2015-16 to 2020-21, at about €4.5m ($5.3m) per year.
General Manager of Adidas Iberia said, “Benfica is one of the best clubs in the world of sports. After more than 30 years of collaboration, it is an honour and a privilege to continue hand in hand for another 6 years.”
“This is a winning partnership that will provide our athletes and fans with high quality and high technology equipment and products,” said Luís Filipe Vieira, President of SL Benfica.
“Benfica we are all. United.” is the message of the campaign that features the players Pizzi, Grimaldo, Taarabt, Paulo Bernardo, Morato, Henrique Araújo, Tiago Araújo and João Ferreira.
Adidas will continue its supply to Benfica and offering its fans the products from the brand’s collections. It reinforces their intention to be a leader in the football category. The deal wraps up Benfica’s top two shirt sponsorship assets for next season, with Emirates continuing as the main shirt sponsor, a position it has held since 2015-16.
Earlier this year, Benfica contracted WME Sports, the sports representation arm of the Endeavor-owned WME agency, to secure naming rights partners for the club’s Benfica Stadium and Benfica Youth Academy. The sales team is led by Ryan Norys, WME Sports’ vice-president of sports talent and property sales, and is structured on a two-year basis with no guarantees or minimum payment. WME Sports will also sell the club’s shirt sleeve sponsorship, including rights to brand the sleeve in European and domestic competition for 2021-22.