São Paulo set to renew deal with kit supplier, see details | OneFootball

São Paulo is in talks to renew its contract with New Balance, the club’s current sportswear supplier, through 2032. The Tricolor views an extension of the deal favorably.

São Paulo’s board, led by president Harry Massis, is interested in renewing with New Balance for a number of reasons, as reported by Gazeta Esportiva. For example, there was a 113% increase compared to the amounts earned with the club’s previous sportswear supplier.

If the new deal is indeed signed with the American company, São Paulo could earn up to R$ 60 million per year from the agreement.

In 2025, for instance, São Paulo reached a historic record in apparel sales. Among the reasons cited for the strong sales were the commemorative kits released to mark the 20th anniversary of the club’s third world title, especially due to fans’ positive reception of the third shirt.

“We are very satisfied. What matters to us is the number of items. Today, when you go to the stores, you find all the match gear. Home shirt, away shirt, third shirt, travel wear, hoodie. We have a collection that isn’t necessarily match-related; it’s a very large number of items, which significantly increases our revenue. We launched sneakers and a women’s collection. We receive royalties, so revenue is important,” explained Eduardo Toni, the club’s marketing director, to TNT Sports.

São Paulo’s home shirt, launched by New Balance for the current season (Photo: Disclosure/São Paulo FC)

The amounts earned with New Balance have already surpassed the total from the five years São Paulo was with Adidas, its former sportswear supplier. Initiatives tied to the club’s centenary in 2030, as well as the credibility generated by long-term agreements, also weigh in the decision to renew with the company.

São Paulo’s top brass also recognizes New Balance’s position on the global stage, as it has been competing with traditional brands in the United States and gaining ground in the Brazilian market.

Under the current deal, valid until the end of 2027, São Paulo still operates the e-commerce platform and the Morumbis store, generating an average of R$ 2.5 million per year for the club’s coffers. With the contract renewal, the Tricolor could see growth of at least 20% in revenue coming from the supplier.

“This contract is currently with our Deliberative Council for approval. It’s a very good contract that brings important values to São Paulo. I won’t talk numbers, because in sportswear contracts, everyone uses different criteria. But it is a very significant amount for São Paulo, also a long-term contract, with an international brand that is growing a lot around the world and in Brazil. Some fans prefer the previous supplier, but overall, New Balance has also been very well received by the supporters,” Toni concluded.

New Balance has been São Paulo’s sportswear supplier since January 2024. According to Uol, the club even turned down a higher offer from Penalty in recent days, believing that continuing with the American company would be more advantageous.

São Paulo’s upcoming matches

São Paulo vs. Cruzeiro (10th round of the Brazilian Championship) Date and time: 04/04 (Saturday), 6:30 p.m. (Brasília time) Venue: Morumbis, in São Paulo (SP)

Boston River-URU vs. São Paulo (first round of the Copa Sudamericana) Date and time: 07/04 (Tuesday), 9:30 p.m. (Brasília time) Venue: Estadio Centenario, in Montevideo (Uruguay)

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.