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RFU signs four-year footwear extension with Adidas

(Photo by Mike Hewitt/Getty Images)

England’s Rugby Football Union (RFU) has signed an extension to its contract with footwear supplier, global sportswear brand Adidas.

The sponsorship will extend for a further four years until the end of the 2023-24 season, having first begun at the start of 2016-17.

SportBusiness understands from industry sources that the previous contract was worth about £500,000 (€554,000/$657,000) per season.

As part of the deal, Adidas is the exclusive footwear supplier of player’s boots and trainers across all England Rugby teams. It also provides footwear to coaches and wider RFU staff, and will benefit from a range of online and digital assets.

The agreement runs alongside the RFU’s kit supply contract. From September 2020, the kit supply rights will be held by Umbro, with the brand taking over from Canterbury in the role.

An Adidas representative commented: “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.”