16 Dec 2020
Posted in Sport
Nike and adidas duopoly accounts for $337m in brand spend for La Liga 2020/21 kit supply market
Global sportswear giants Nike and adidas currently maintain a massive 45% of the kit supply market in Spain’s domestic soccer competition La Liga, with nine active deals in the 2020/21 season, demonstrating the dominance these two brands have over the Spanish soccer market. The total value of this market is estimated to be worth $357.7m, according to the GlobalData, a leading data and analytics company.
Patrick Kinch, a GlobalData Sport Analyst, comments: “The current annual spend between Nike and adidas accounts for close to 94% of the total kit supply spend in La Liga, with competitor brands such as Puma, Kappa and Hummel having to settle for less high-profile partnerships. The Nike and adidas duopoly cashes in on partnerships with both La Liga’s top two sides, Barcelona and Real Madrid – globally recognised as the most distinguished clubs in world sport. These two kit supply deals are worth a combined $309.17m annually, 86% of the total $357.7m kit supply market in La Liga.
“Nike and adidas cements their position in La Liga by supplementing these two lucrative deals with numerous partnerships lower down the La Liga pecking order, with seven other La Liga sides, including Seville, Granada and Celta Vigo.”
Nike’s deal with Barcelona is worth a reported $174.83m annually, which the American brand compliments with a further partnership with Atletico Madrid, reportedly worth $20.20m a year, giving it presence in both of Spain’s two biggest cities.
Kinch adds: “While adidas boasts a less lucrative deal with giants Real Madrid, an eight-year deal worth $134.34m annually, the German brand boasts more sponsors than any other La Liga kit supplier – with five deals to Nike’s four. adidas added Osasuna to its La Liga portfolio this season, securing the business ahead of Danish brand Hummel, who were the previous kit supplier for Osasuna. This gives adidas an additional La Liga side in its portfolio than rival Nike.
“The significant value of these partnerships, contribute towards the polarisation of La Liga, where its top two sides see their estimated sponsorship revenue of $601.48m account for 72% of all sponsorship revenue for La Liga sides.”