Adidas ready to rival Puma for Jamaica athletics kit supply deal

Adidas marketing director confirms interest in JAAA partnership amid reports of ‘US$38.8m’ offer.

Adidas is courting a deal to become the new kit supplier of the Jamaica Athletics Administrative Association (JAAA) in a move that would see the German sportswear giant replace rival Puma.

The JAAA national governing body has had a long-term partnership in place with Puma since 2002, with the current contract, reportedly worth in the region of US$1 million annually, due to expire in December.

According to the Jamaica Observer, Adidas has tabled an eight-year offer that would kick in from January 2025. The proposal is said to be worth US$38.8 million in total, equating to US$4.85 million per year, including US$22.2 million in cash and US$16.6 million in products.

Adidas’ offer also reportedly includes licensing and digital rights, as well as royalties at ten per cent of net sales on all JAAA branded products on an annual basis. In addition, the contract is said to include cash incentives for medals won at the Olympic Games, World Championships, World Indoor Championships, World Junior Championships and World Relays.

Speaking to the Jamaica Observer, Adidas’ senior director of global sports marketing for running, Spencer Nel, confirmed the company’s interest in partnering with the JAAA but stopped short of confirming a formal offer.

“Adidas has a long and successful history of working together with leading Jamaican athletes – we sponsor numerous high schools and invest heavily into sports development at both the grassroots and elite level, with programmes like the Racers Track Club,” said Nel.

“The Jamaica Athletics Administrative Association is one of the best track and field federations in the world with an incredible history. We are always looking to collaborate with leading federations across sport and would welcome an opportunity to work together in the future.”

Even if the JAAA did seek a new kit supplier, it is not legally able to negotiate or discuss fresh proposals with competing brands until six months prior to the expiration of its current contract.

The Jamaica Observer adds that Puma has a ‘right of first refusal’ clause in its deal, meaning the JAAA must inform Puma of any rival offer. The governing body would also be obligated to accept a new deal with Puma if it matched the terms of any competing offer.

JAAA president Garth Gayle told the Jamaica Observer last week that he was unable to discuss sponsorship matters given the organisation was still under contract with Puma, but said the JAAA would uphold its commitment with its existing kit supplier.

“It cannot be discussed at the level of the JAAA because simply, we are in a contract and we have to abide by all the principles that govern that contract,” said Gayle.

He continued: “There are no rivals. We abide by the principles of an existing contract and that is what we currently enjoy and that is what we are going to be respectful to the current contract that we have and there is no need for anything more.”

SportsPro says…

Adidas’ offer is not the first time the brand has eyed a deal with the JAAA. The company is believed to have submitted a proposal back in 2014, which was ultimately rejected by the JAAA in favour of sticking with Puma.

Adidas will have a strong presence at Paris 2024 and beyond courtesy of kit partnerships with the likes of the French Athletics Federation (FFA) and Team GB. However, landing a deal with the JAAA would secure the brand access to one of the most successful and popular teams in track athletics.

Jamaica is among the top nations when it comes to developing sprinters, who typically generate the most commercial buzz during the Olympics and other major athletics competitions, with the 100 metres remaining track and field’s blue riband event. No doubt Adidas also has designs on unearthing another global star in the mould of Usain Bolt, who transcended athletics during a record-breaking career.

USA Track & Field (USATF), the other perennial contender in athletics, already has a long-term deal in place with Nike, with the brand reportedly agreeing to part with about US$500 million until the end of 2040. Nike, though, has had to defend the designs for its latest uniforms ahead of Paris 2024 after attracting criticism for being overly revealing, stating that US women’s track and field Olympians will have multiple uniform options available for this summer’s Games.

Adidas ready to rival Puma for Jamaica athletics kit supply deal: SOURCE: https://www.sportspromedia.com/news/adidas-jamaica-athletics-kit-supply-deal-offer-puma/