Keeping Manchester United in fresh kit has consequences
Adidas has reportedly ended its 18-year sponsorship partnership with the British & Irish Lions, teeing up a bidding war ahead of the 2017 tour to New Zealand.
Alex Lowe, a leading rugby correspondent with
The Times, announced the end of the sponsorship agreement at the weekend. Lowe believes the bidding process, while now open, will not ramp up until the conclusion of this year's World Cup.
Adidas first produced a jersey for the Lions' 1997 tour to South Africa. They have supplied all the team's kit for the past five tours, most recently the 2013 jaunt to Australia.
Contacted by SportsJOE, the sports manufacturer stated: 'We can confirm that its 18-year partnership with the Lions will come to an end when the current contract expires this year. adidas is proud to have been part of what has been a golden era for the Lions... [it] remains the world’s leading rugby brand, counting the All Blacks, France, Italy, Stade Francais, Munster and Harlequins among its partners.'
Adidas have also under their sponsorship of Scottish tennis star Andy Murray, who will now have his kit supplied by Under Armour.
The Daily Mail reports that Under Armour, founded in America in 1996, is the early favourite to secure the Lions kit deal.
Under Armour currently kits out the Welsh, Canadian and Georgian rugby teams.
From the start of next season, adidas' 10-year kit deal with Manchester United begins. The partnership between the German sports manufacturers and the 20-time English league champions stands at £750m.
SportsJOE has contacted the British & Irish Lions for a comment, and Under Armour about a possible bid. We are currently awaiting replies.
