Chloe Kelly in talks with adidas over significant sponsorship deal
Chloe Kelly is reportedly engaged in negotiations with adidas over a lucrative long-term sponsorship agreement that could be worth seven figures, reports BritPanorama.
The Manchester City and England forward appears poised to end her association with Nike, marking a significant shift in commercial partnerships within women’s football. The potential deal might set a new precedent for endorsement contracts in the sport.
While Kelly’s representatives have been approached for comment, they have not issued any statements regarding the ongoing discussions. Signs of change became noticeable earlier this season when Kelly began appearing in blacked-out Nike footwear, a typical indication of a player’s shifting contract situation.
More recently, the 27-year-old has been seen training in white adidas boots and made her competitive return at the FIFA Women’s Champions Cup, wearing adidas F50s. These developments suggest a move away from her long-standing Nike partnership.
Kelly’s journey has been complex; despite being one of English football’s most recognisable figures following her memorable Euro 2022 heroics, including the iconic moment when she removed her shirt after scoring the winning goal, she faced challenges. After suffering severe mental health issues and being sidelined, she managed to regain her form at Arsenal, leading to a Champions League victory and the Lionesses’ successful defence of their European Championship title.
Reflecting on her past year, Kelly described it as a period of “learning, smiles and silverware,” expressing gratitude for her achievements while emphasising the importance of being in a good headspace. For Kelly, the upcoming year promises not only new personal milestones but potentially a transformative shift in how women’s football is perceived commercially. A clear signal of the growing investment and interest in female athletes, as the sport continues to evolve.
As Chloe Kelly navigates this pivotal career moment, fans await to see how this partnership will develop, a reminder of how the future of sports sponsorship increasingly intertwines with the individual narratives of athletes themselves.
