Why Mourinho Kept Adidas, Despite Coaching Nike Sponsored Tottenham


Jose Mourinho’s appointment as Tottenham
head coach created an interesting dynamic in the commercial world, with many assuming
it would bring an end to one of football’s most notable endorsement deals. Mourinho is among the key clients for sportswear
giants Adidas, with a relationship which has now lasted 15 years and which, sources suggest,
earns him around €250,000 per season, even if he is out of work. Most managers who sign a personal sportswear
sponsorship do so with the same manufacturer that supplies the club they are employed by
and the two contracts will be closely linked. A recent example includes Puma’s partnerships
with Manchester City and Pep Guardiola. Puma became City’s sponsor ahead of the
2019-20 season, agreeing a 10-year deal worth a reported £650m. In late July 2019, Guardiola
and Puma announced their own separate agreement, with Guardiola wearing the sportswear giant’s
product on and off the pitch and also, according to details released at the time, “lending
his technical expertise and knowledge to Puma Football, supporting the development of future
apparel and footwear innovations.” New Balance have had their own, separate agreements
with Liverpool and Jurgen Klopp. When the Liverpool tie-up finishes next summer, though,
Klopp’s will too, and when they switch to Nike there’s every chance Klopp will follow. “It is not just for the value of the manager
wearing the same brand as the club,” one industry expert tells The Athletic, “but
also because it ‘greases the wheels’ when they need to ask the manager for permission
to engage in promotional activities with the players and the club overall.” Since leaving Inter Milan in 2010, Mourinho
has only coached clubs whose kit was supplied by Adidas at the time — Real Madrid, Chelsea
and Manchester United — so there has never been a clash. Joining Tottenham means he is
now working for an organisation sponsored by Adidas’s fierce rivals, Nike, and in
normal circumstances that would lead to a severing of the association. But, according to another industry source,
Mourinho is “different to all the other managers” and therefore it may surprise
many to learn that he will be allowed to remain with Adidas. It is said that the German company
view him similarly to the former England captain David Beckham and the ex-France playmaker
Zinedine Zidane, who is now coach at Real Madrid. Essentially, as being imperative to
their brand’s identity. And Mourinho is an enticing marketing property,
evidenced by the range of companies with which with he’s associated. To date, he has or
continues to enjoy relationships with Heineken, the watch manufacturer Hublot, Jaguar, EA
Sports, Lipton Tea and Atlantis Hotels. Jurgen Klopp’s commercial portfolio is similarly
developed. As of November 2019, he is supported by lucrative contracts with Opel, the car
manufacturer, the electronics firm Phillips, and the satellite provider Sky Deutschland.
He also endorses German beer Warsteiner and has appeared in adverts promoting their non-alcoholic
products. Guardiola, who himself was previously an Adidas
client, is another of the game’s mini-industries. In 2015, while coach of Bayern Munich, he
signed a highly lucrative four-year deal to become a brand ambassador for GoreTex, the
clothing manufacturer, in a deal now superseded by his agreement with Puma. Mourinho, his great rival, remains a visible
and valuable presence even when he’s out of work. Most recently because of his work
for British broadcaster Sky Sports as part of their Premier League coverage, but also,
in the past, with other media outlets. As part of Russia Today’s Champions League
coverage, Mourinho presented a fortnightly show of his own, having previously worked
as a pundit for the broadcaster during World Cup 2018. He has a magnetic presence which transcends
borders, continents and many of football’s tribal boundaries. It’s little surprise,
then, that Adidas are prepared to treat him as a special case. It will mean that Mourinho can continue to
wear Adidas apparel away from Tottenham and, when he is on club duty, he will be free to
sport any of their Nike-branded gear or high fashion, as seen with the Hugo Boss top the
56-year-old had on during the recent victory at West Ham in his opening game or the suit
he wore for his official unveiling.

87 thoughts on “Why Mourinho Kept Adidas, Despite Coaching Nike Sponsored Tottenham

  1. How does your partnership with the Athletic really work? Do you make your own videos/content or just animate their published content?

  2. Anyone know where to buy training gear of professional teams can be bought? I’ve bought some jackets from Russian teams and training jerseys from Mexican clubs but that’s only though facebook groups

  3. 0:28 Maybe it was news in the commercial world, but the majority of fans wouldn't have thought of Mourinho, Tottenham, and their sponsors.

  4. When you realise that the video was nothing but an ad for "The Athletic". There was absolutely nothing informative or worth watching in this video.
    Such a shame that even a quality channel like this would manipulate its audience for advertisements.

  5. The reason why Addidas has contract with Real madrid and Ronaldo with Nike. Later Ronaldo moved on to Addidas sponsor's Juventus. This is pure business

  6. When you're a coach there are many things to consider, just do it doesn't always help.
    Look at Man U.
    You have to believe impossible is nothing to get Man U second place.

  7. He had a similar "issue" at Manchester United with his sponsorship with Jaguar clashing with Chevrolet.

    That was swiftly sorted out, too.

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