The 5 oldest technical sponsors

In the memory of every fan, aficionado or simply football lover there are crests and brands that are indivisible from each other, and that even if actively involved have not contributed significantly to the successes and failures achieved on the pitch. This was made possible when, from 1970 onwards, all leagues allowed clubs to enter into agreements with big sports brands, given the numerous attempts in previous decades (such as the one between Vicenza and Lanerossi) to circumvent this ban.

Since the dawn of football, clubs have tried to make a profit by tying themselves to sponsors who would guarantee the money needed to cover their costs. A mechanism triggered by the brands themselves, which saw football as a very effective medium for advertising, and which over time has proved to be a more than successful operation, as Daniel-Yaw Miller also wrote in an article for The Business of Fashion, which underlines the active role not only of the more classic sports brands but also of luxury brands, which are increasingly interested in linking their name to that of a club. A combination that has become essential over the years, where one cannot survive without the other. After summarising the longest-lasting technical sponsors of national teams, we decided to widen the field to include clubs, summarising some of the agreements that have remained stable over the decades.

1. adidas - Bayern Munich

As with the national teams, adidas has always held the record, accompanying Bayern Munich with its three stripes since 1974. As with the national team, the German team has helped to build adidas' heritage and reputation in the world of football. However, the German company responded with jerseys that have remained in the history of football design in a league that has never excelled in aesthetics. Two of the four jerseys released this year by the Bavarians are a case in point, with the third inspired by nature and the mountains surrounding Munich, recreating the silhouette of the mountains with sublimated graphics, and the fourth green in honour of the Oktoberfest. Going back in time it is impossible not to mention those 90s jerseys to which every jersey lover is inextricably linked, such as the 1997 goalkeeper jersey and the away and home jerseys of 1996 and 1995.

2. Nike - Paris Saint Germain

It was in 2019 when the president of Paris Saint Germain, immediately after the renewal with Nike until 2032 declared how much this partnership represents a milestone for the club and how much it reflects PSG's dreams and aspirations for the future of football. Three years and twelve official jerseys later, it is safe to say that Nike's decision to include Jordan and extend the agreement with the Parisians once again has been a winning one given the disproportionate success it has enjoyed year on year. The agreement between Nike and PSG has been in place since 1989, when the Parisians decided to link their name to the swoosh before clubs like Inter and Barcelona and especially before the French club became the battleship it is today. Impossible to choose between one or more jerseys, both those of the past and those of previous seasons signed by Jordan, PSG on an aesthetic level has always played and continues to play today another league, in which only very few teams can take part.

3. Nike - Hertha Berlin

Another of Nike's longest-running agreements in the world of football is the one with Hertha Berlin, with which it signed in 1999, a year after having tied up with two big clubs such as Barcelona and Inter. There are two reasons in particular that led the American giant to choose the Berlin team. The first concerns the deep connection between Nike and the city of Berlin, which began in 1991 when the swoosh presented the Air Max 180 created to celebrate the music, culture and nightlife of the German capital. The second reason is of a commercial nature, the agreement with Hertha Berlin was also created to break adidas' monopoly on its home turf by taking over the German capital's top team. It is an extremely long-lasting agreement but, unlike the others, it has never surprised much in terms of jerseys. Almost all the jerseys designed are fixed templates used by Nike for other teams, although a significant change came this year with the first jersey and its unstructured stripes, and who knows if this could be the first of a long series.

4. adidas - Real Madrid 

For adidas, as well as for the national teams, the same situation is repeated for the clubs, since right after Germany and Bayern Munich, among the longest-lasting agreements are those with Spain and Real Madrid, with whom it signed in 1998. The German company has had the honour of dressing some of the greatest legends who have walked the lawn of the Santiago Bernabeu, living the first great era of the Galácticos formed by Zidane, Figo, Sergio Ramos and many other champions who have written the history of the blancos. Although adidas have always offered monochromatic and very simple designs, they have never missed a beat with Real, offering elegant jerseys that reflect the soul and coat of arms of the Spanish team. An example of all are the shirts of the 2003 and 2004 seasons, accompanied by the Siemens sponsor and remained iconic despite the fact that over time have been reproposed similar cuts.

5. Macron - Bologna

The relationship between Macron and Bologna is one of the longest lasting (after Nike and Inter) in Serie A, and has been going on for 20 years. It's a long-lasting marriage, favoured by the fact that Macron has its headquarters in the lively and ancient capital of Emilia. However, despite such a long relationship, one of the best jerseys designed by Macron for Bologna is undoubtedly the first jersey of the current season, which celebrates the historic tower of the Dall'Ara Stadium, which will be the only architectural element that will be preserved by the renovation of the facility).