By Paul Nicholson
March 24 – It will be a symbolic statement of intent as much as a business deal of expedience once Olympique Marseille drops its kit sponsorship deal with Adidas, likely in favour of arch-rival Puma.
The French giant, seeking to return to greatness under new US ownership, will be shaking off a sponsorship that was a cornerstone in France of Adidas’ club marketing under former owner Robert Louis Dreyfus, who was also CEO of the global appareil giant.
As the American phrase goes; ‘The past is like my arse, it’s behind me’. And the Aerican owner has big ambitions for OM’s future with Champions League football a priority target.
Reports are that the club is poised sign a five-year deal with Puma that will start with the 2018-19 season and is worth an estimated €14-15 million.
Adidas were reportedly only offering a four-year deal and have already announced they could not reach agreement with OM. One major stumbling block is understood to the club’s shops in Marseilles that are managed by Adidas but which OM wants to bring back under their own control. Puma has no interest in the retail space.
OM was bought by Frank McCourt, the former owner of Major League Baseball club the LA Dodgers, last September. Frank McCourt paid a reported $44.68 million and vowed to restore the club to their former glories.
McCourt bought the club from Margarita Louis-Dreyfus, the Russian-born chairwoman of Louis Dreyfus Commodities trading house – she controlled the club after the death of her husband Robert in 2009.
But her ownership of Marseille had been a difficult time for the once-great club, finishing 13th last season after the departure of Argentine coach Marcelo Bielsa and in the past few seasons rapidly falling behind France’s leading club Paris St-Germain after their injection of Qatari money.
Cutting their last ties with the old era, even if the Adidas deal was only standing as a symbolic nod to the past, ushers in a new reality where OM have become increasingly hard-headed in their sponsorship sales, reportedly refusing to sell beneath what they feel is market value for their brand. That may include starting next season without a shirt sponsor in brands refuse to pay OM’s price.
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