The deal is reportedly worth £7.5million per year, which puts it on the level of Everton, who are one of the most famous clubs in England. Many are surprised that a club playing this low in the footballing pyramid have managed to earn this type of payment, but Adidas boss Herbert Hainer had no regrets about the deal.
Seven and a half million pounds? Too much? No. This club is something special, something that Adidas wanted to be a part of. The figure wasn’t suggested by them, they just wanted some kits but we wanted to be a part of the project, and they took the money and ran! We will be the image of one of the most media-interested clubs, if that is the way to put it, they will be seen in our kits, our jerseys. It’s great for a club at that level – to show they can earn the big kit deals, and for us, it brings us more interest. It is – I think you British say – a win win!
Facebook, owned by Mark Zuckerberg, has been announced as the club’s digital partner, and is thought to be the club’s promotion tool.
Mojang, the company created by Markus Persson, but is now owned by Microsoft, is also a sponsor, but their role is not quite clear yet, but Persson’s links to CEO Jonas Mårtensson was reportedly a key factor in the deal.
The sponsorships are all reportedly worth £6m a year, which again people are saying that it’s an extortionate for a non-league club. However, Chairman George Wilmont said that this what a good sign for clubs in the non-league, semi-pro world of football.
They are a lot of money, yes. But it shows that clubs at this level can attract that level of sponsors, if they play their cards right. Yes, we were helped by the owners we have, but the whole company still had to agree – which is no mean feat, and definitely not cheating. We will try and use the money sustainably and not go all out, because that’s not the way to run a successful football club.