Benfica announced a multi-million euro deal with German brand Adidas, extending the partnership between the two entities until 2033. The red-and-white club used images from the past to reveal this contract renewal, in a communication campaign that appeals to fans' nostalgia.
The link between Benfica and Adidas will thus be in force for another decade, reinforcing a commercial relationship that had already been ongoing for several years. The value of the agreement was not detailed in the title, but it is a multi-million contract of great financial importance for the Portuguese club.
The announcement campaign used historical images of the club, demonstrating Benfica's strong identity and tradition through the decades. This marketing approach aims to connect older generations of fans with younger ones, associating the club's victorious history with the quality of the German brand.
Adidas is one of the largest manufacturers of sports equipment in the world and maintains partnerships with several top European clubs. For Benfica, the renewal of this agreement represents important financial stability and the continuity of an image associated with an internationally prestigious brand.
