In the 2015/2016 season, apparel companies Adidas and Nike controlled over 42 percent of the European football team kit market share. Adidas supplied kits to 65 teams, including major teams such as Real Madrid, Bayern Munich, and Manchester United. Meanwhile, its rival Nike supplied kits to 55 teams, including Barcelona and Paris Saint-Germain. The remaining market share was filled by various brands such as Puma, Macron, Umbro, Kappa, and others.
The kit business for a football club is a highly valuable market. For example, Manchester United's partnership with Adidas in 2016 yielded a phenomenal value. They agreed on a £750 million deal for 10 seasons. This means Adidas was confident that they would earn equal or greater profits each year from sales of jerseys and other accessories in their official stores.
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