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Adidas has hit a sponsorship deal with the Italian national football team to kit out the European champions from the following year, supplanting nearby opponent Puma, the German athletic apparel group said on Wednesday.
The new four-year deal is worth around 35 million euros yearly.
The agreement with the Italian Football Federation (FIGC) covers men’s, women’s and even esports teams. Adidas as of now has kit supply manages national teams in nations including Germany, Spain and Argentina.
Puma, whose relationship with the Italians extends back right around twenty years, will give their kit to the World Cup in Qatar in November, expecting the team fits the bill for the opposition.
“The financials made it a poor business case and we therefore decided to not exercise our matching right,” Puma said in a statement.
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