Adidas extends with England rugby in multi-year deal

20 Aug 2020

By: Sport Industry Group

England Rugby and its Official Footwear Supplier adidas have extended their partnership for another four years. 

The extension will begin on 1st September 2020, and will run until the end of the 2023/24 season. The deal will take the partnership, which began in 2016, up to at least eight years.

The sportswear brand will maintain exclusive rights to players’ rugby boots and trainers, and will provide footwear for England Rugby’s men’s, women’s and age grade teams, as well as the coaching team and the wider England Rugby staff. 

“We are delighted to extend our partnership with adidas and continue to grow the relationship further over the next four years,” said Simon Massie-Taylor, Chief Commercial and Marketing Officer, England Rugby.

“It is vital that our players have access to the most innovative and technologically advanced footwear to yield maximum performance when they take to the field and adidas are without doubt one of the most respected performance brands in the industry to be collaborating with”.

In a statement, the brand said; “adidas’ passion to be the leading sports brand in the world drives an ongoing quest for creativity, constant innovation and the best performance products. Partnering with the very best athletes and federations in the world of sport is a significant part of achieving that success. 

“Rugby is very much one of those and this successful footwear partnership with England Rugby has been, and will continue to be, an important element in maintaining adidas’ market leading position in the sport and our credentials as the authentic multi-sport sports brand. It is a highly valued relationship which we are extremely pleased is now extended for the next four years”.

The deal will also see adidas maintain online and digital rights to England Rugby.