Jainil Shah
Manchester United face £10million penalty for Champions League absence in new Adidas kit deal
The pressure on Erik ten Hag and Manchester United has undoubtedly intensified due to their inconsistent performances and current position in the Premier League table and Adidas for one will be watching intently. With the club currently sitting in sixth place and eight points behind the Champions League qualification spot occupied by Aston Villa, there is growing concern among fans and stakeholders.
Adding to the pressure is the financial implication of failing to qualify for the UEFA Champions League. According to the terms of their kit deal with Adidas, Manchester United could stand to lose £10 million for every season they fail to secure a spot in the prestigious European competition. This financial penalty further amplifies the urgency for the club to turn their fortunes around and secure a Champions League berth (h/t Metro).
For ten Hag, the stakes are high as he navigates the challenges of managing a club of Manchester United’s stature. The expectations for success are immense, and the consequences of underperformance are significant, both on and off the pitch.
The negotiations between Manchester United and Adidas for a new kit deal have been progressing positively, with the terms for a new contract reportedly in place. The proposed new deal would see Manchester United receive £90 million per season, a significant increase from their current £75 million per season deal. Additionally, the new contract would extend for another 10 years, ensuring a long-term partnership between the club and Adidas.
However, a notable stipulation in the new contract is the introduction of a penalty clause, whereby Manchester United would face a £10 million penalty for each season they fail to qualify for the UEFA Champions League. This penalty clause underscores the importance of Champions League qualification for both the club and Adidas, given the financial implications for both parties.
It’s worth noting that the previous deal also included a similar clause, but with a less substantial penalty. Under the previous contract, Manchester United needed to fail to qualify for the Champions League for two consecutive seasons to trigger any penalties. However, as the club consistently qualified for the Champions League during the duration of the contract, this clause never came into effect.
Manchester United would have faced a 30% deduction, amounting to approximately £22 million, for failing to qualify for the UEFA Champions League. However, due to the team’s qualification for the 2023-24 Champions League, this deduction was not applicable under the original terms of the deal.
In the renegotiated contract, the penalty clause has been amended to specify a £10 million deduction for each year of non-participation in the UEFA Champions League. This change reflects a more straightforward approach to the penalty structure, with a fixed amount for each season that Manchester United fails to qualify for the prestigious European competition.
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The inclusion of the penalty clause in the new contract reflects the increasing importance of Champions League qualification for top clubs like Manchester United, both in terms of sporting success and financial stability.
It also highlights the significance of commercial partnerships, such as kit deals, in modern football, where revenue streams are closely tied to on-field performance and success in prestigious competitions like the Champions League.
