Adidas-Manchester United: Herbert Hainer predicts sales of €1.89bn over 10 years

The partnership between Adidas and Manchester United (Premier League) "marks a milestone for us when it comes to merchandising potential. We expect total sales to reach £1.5bn [€1.89bn] during the duration of our partnership," said Herbert Hainer, CEO of Adidas, on 14/07/2014.

Adidas will replace Nike as the official kit supplier of Manchester United beginning in 2015-16. The contract will pay out a record £750m (€942m) to the club over 10 years (2015-16 to 2024-25). "Our new partnership with Manchester United clearly underlines our leadership in football and will help us to further strengthen our position in key markets around the world," said Hainer. Adidas will have the exclusive right to distribute co-branded products worldwide.

Adidas is aiming for an annual merchandising revenue of €189m versus its annual kit supplier contract payout of €94.2m. The club sold 1.4m shirts around the world in 2012-13.

• The Red Devils increased their turnover in the second quarter of 2014 (01/10 to 31/12/2013) thanks to an 18.8% increase in their commercial revenues, which were at £42.3m (…