FCK strike new groundbreaking agreement with adidas

F.C. Copenhagen and adidas have struck a new agreement with a fresh initiative that sets an unprecedented standard in the Nordic region for player kits, training gear and casual wear.

Never before has a Nordic club entered into such an agreement with adidas, which in the future will prioritise F.C. Copenhagen on par with the club's big ambitions.

"With the 'We are Copenhagen' strategy, we have elevated F.C. Copenhagen to a new level. This has been achieved through great effort and quality on the pitch, the back offices and in the stands. Overall, it makes the club attractive to the biggest international brands, and the new agreement with adidas is a strong example of that," says FCK director Jacob Lauesen.

The new agreement means that F.C. Copenhagen will receive unique player shirts that no other club has, rather than follow a template. At the same time, adidas will create FCK's very own series of training gear and casual wear, as well as products from exclusive sub-brands such as Originals. It is an opportunity that very few clubs get.

"There should be no doubt that we have made high demands on adidas to ensure the very special Copenhagen imprint on our products. We are now taking our collaboration to an unprecedented level that matches other international clubs, and this means that in the future we will see many more new products with the FCK logo from adidas," says commercial director of F.C. Copenhagen, Mikkel Grove Lindsted.

"We’ve had the fans in mind during these negotiations, because it is no secret that over the years there have been different experiences around the player jerseys in particular. We want to deliver what our fans want, and therefore we are very happy that in the new agreement with adidas we can put our own stamp on all elements.”

The sports department, including several players, has also been involved in the drafting of the new agreement and has provided their input and wishes for future product from adidas. It will continue to be adidas that ultimately approves all designs, but F.C. Copenhagen has been given a better opportunity to put the capital's stamp on all future products, which will also be available globally as a result of the new agreement.

adidas are also looking forward to getting started on the new deal.

"We have designed F.C. Copenhagen’s kits since 2012 and we are proud that in the coming years we will raise the partnership to the next level. We are very excited that the club is also leaving a big mark on the international scene. Football is a top priority for us, and it is important to collaborate with the best clubs. Here, Copenhagen is a key city for us and a market with our full focus," says Elin Sundell Nilsson, Nordic Sports Marketing Director at adidas.

Discussing the agreement, Mikkel adds: "adidas has gone to great lengths to show that they understand our position, and it has been important for us to enter into an agreement that aligns with our ambitions and strategy. “We work every single day to create a solid overall financial foundation for the club and our ambitions, and here it is essential with partners who will contribute to lifting the club and our brand.”

The agreement runs until the summer of 2028, and the rollout will begin from the upcoming 2024/25 season, when the Lions will appear in uniquely designed kits. Further products such as training clothes, casual wear and Originals will be presented over the coming years.