Adidas deal ushers in commercial revamp for Feyenoord

09 Sep 2013

Dutch Eredivisie giant Feyenoord has signed a five-year kit deal with Adidas, effective from the 2014-15 season.

Adidas will replace fellow German sportswear giant Puma, which has been Feyenoord’s apparel sponsor since the 2009-10 season. The Rotterdam club previously wore Adidas kit between 1991 and 2000. The new deal with Adidas coincides with the introduction of Feyenoord’s new distribution model, which will make replica kits, training apparel and other Feyenoord/Adidas clothing available exclusively through the club’s official fan shops and online shop.

Feyenoord’s commercial director Mark Koevermans said: “First and foremost it means that all of our supporters will be able to go to the Feyenoord Fans Shops at the stadium and on Coolsingel (street) for their shirts. And we recently also opened a new online Fan Shop, which means shirts and strips can be ordered from anywhere. The advantage of this new way of working is that we have full control of distribution, which has a lot of value for the club. Given the developments in retail, this is the future.”

Paul Boerboom, general manager of Adidas Benelux, added: “Both the city of Rotterdam and the club Feyenoord are a fantastic fit for Adidas. The policy that Feyenoord pursues, by getting to the top with young players it brings through itself, appeals to us hugely.”