Missed out on Champions League, Adidas sponsorship for Manchester United next season to decrease by £15 million

According to sources from the British media outlet Football Insider, Manchester United's sponsorship deal with Adidas will decrease by £15 million next season due to their failure to qualify for the Champions League.

In July 2023, Manchester United reached a record-breaking £90 million per year kit manufacturer sponsorship agreement with Adidas. However, a clause in Manchester United's agreement stipulates that whenever the club fails to qualify for the Champions League, the value of their sponsorship will significantly decrease.

Now, Manchester United will not be able to qualify for the Champions League in the 2024-25 season, meaning they can only earn £75 million from Adidas sponsorship in the upcoming season. As a result, Manchester United must now adjust their budget for the 2024-25 season.

In addition to the reduced sponsorship income, under the new Swiss model of the Champions League, qualifying for the tournament will provide clubs with at least £60 million in bonuses and broadcasting fees.

However, the £75 million value is still the highest-value kit manufacturer sponsorship in the Premier League, with Liverpool's £80 million deal set to begin in 2025.