The German sportswear group stated, Adidas has struck a sponsorship agreement with the Italian national soccer team to provide kit to the European champions from next year, superseding rival Puma.
The new four-year agreement is worth around €35 million ($38.5 million) yearly, two sources stated.
The deal with the Italian Football Federation (FIGC) covers men’s, women’s and even esports teams. Adidas already has kit supplying agreements in place with national teams in countries counting Germany, Spain and Argentina.
Italy’s FIGC and Adidas refused to comment on the details of the deal.
Puma, whose relationship with the Italians spells back almost 20 years, will bestow their kit for the World Cup in Qatar in November, supposing the team qualifies for the tournament.
Puma stated it did not want to pay too much to keep the agreement which one of the sources voiced was worth around €20 million annually for the Italians.
Puma stated, “The financials made it a poor business case and we therefore decided to not exercise our matching right.”