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Manchester United Faces Annual £10m Adidas Penalty for Missed Champions League Qualification

Manchester United’s failure to secure Champions League qualification could cost them dearly, with the club facing a yearly £10m penalty from their sponsorship deal with Adidas.

Having signed a new 10-year agreement with the German sportswear giant, United’s earnings were set to increase from £75m to £90m per season. However, a clause in the contract stipulates that they will receive only £80m for each season without Champions League qualification.

The Times reported on this new clause, highlighting the potential financial impact on the club. While a similar provision existed in their previous deal, the consequences were less severe, with only a 30% reduction in earnings when missing out on Europe’s elite competition for two consecutive seasons.

Although United could earn bonuses of up to £4.4m for triumphs in the Premier League, FA Cup, Women’s Super League, or UEFA competitions, their focus remains on securing a place in the Champions League for the 2024/25 season.

Currently sitting in sixth place in the Premier League standings, United faces a challenging task to secure qualification. Despite the league’s allocation of an extra fifth spot for the upcoming tournament, Erik ten Hag’s team trails behind fifth-placed Tottenham Hotspur by six points, with Spurs also having a game in hand. Moreover, they are two points shy of fourth-placed Aston Villa.

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