Repucom says Adidas is targeting the “most popular, most followed” clubs. (Getty Images)

(WFI) For the first time since the 2009-2010 season, Nike has “outpaced” Adidas. 

Repucom and PR Marketing’s latest Kit Supplier Report shows Nike will kit out 26 clubs while Adidas will supply 18.

“Nike now supply the kits to just over a quarter of all clubs in Europe’s top five leagues,” Repucom reports. “In comparison, Adidas’ kits represent an 18.4% share of the market.”

Football expert at Repucom, Andrew Walsh, says that while Nike may “be winning in the quantity stakes, Adidas is certainly not bowing out in the running for market superiority.

“The brand is now starting to flex its muscles by supplying Europe’s biggest clubs.”

Ahead of the 2015-2016 season, Adidas will be taking two of Nike’s biggest club deals–Manchester United and Juventus FC.

United’s current deal with Nike is worth “31.5 million euros per year,” according to Walsh, “a figure dwarfed by Adidas’ new 94 million euro deal.”

The deal with Juventus “will also increase,” Walsh says, “from 19 million euros to approximately 23.25 million euros per year.”

Walsh predicts that the development of each big brand’s strategy will play a pivotal role in “shaping the commerciality of the industry itself.”

“It is key for clubs to see how these two giants are carving up the European football apparel market,” Walsh adds. “[While] Nike looks to maximize the number of teams it supplies, Adidas is going for the most popular, most followed and ultimately biggest selling clubs in the world.”

Repucom reports that “aside from the battle between Nike and Adidas,” Puma is now the “third major power” in European football apparel following its new deal with Arsenal FC, previousy supplied, by Nike.

Hansa Teams Up with Manchester City, Arsenal

Hansa Pilsener is now the official beer sponsor of Manchester City and Arsenal in South Africa.

“Hansa is a beer brewed for dreamers and it’s a brand that represents pulling out all the stops until you reach your goal,” Hansa Pilsener general manager Khensani Nobanda said to Sport 24.

“For fans and players alike, football represents that effort.”

Nobanda added, “We believe that these two teams will inspire our dreamers to chase their own dream season.”

Sport 24 reports Hansa will also have exclusive access to match tickets for both teams and autographed official merchandise to give away to fans throughout South Africa. 

City and Arsenal face off on Sunday, August 10 to kick off the 2014-2015 Premier League season.

Derby County’s president and chief executive Sam Rush (Getty Images)

Derby County Gains New Sponsor

M&DH Insurance Services is now Derby County’s new “back-of-shirt” sponsor for the 2014-2015 season.

The one-season deal will see the firm’s logo “emblazoned on the upper back of the English soccer side’s new home, away and third kit shirts and shorts, to be supplied by Umbro.”

M&DH previously sponsored the back of the Derby County’s shirts from December 2013 through the end of the 2013-2014 campaign.

“We were pleased to welcome [MD&H] on board for the second half of last season and believe our relationship can go from strength to strength,” Derby County’s president and chief executive Sam Rush said.

Derby County will host Rotherham United in their opening Championship campaign of the season on Saturday.

By INSIDER’s Nicole Bennett

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