By Samindra Kunti
January 7 – Rio-based club Fluminense have teamed up with sportswear manufacturer Dryworld in a five-year kit supply deal.
Fluminense, one of Rio de Janeiro’s four big clubs, but have failed to become a powerhouse on the national stage in recent years. Last season Fluminense muddled along, finishing 13th in the Brazilian league on 37 points. Star-attraction Ronaldinho was a major disappointment with poor performances.
Yet the marketing potential of the club remains largely unaffected. Oscar Cox founded Fluminense in 1902 as a club for the white elite. The club still largely tap into that social fan base today.
From this season on Dryworld Industries, an independent Canadian sportswear manufacturer, will replace German giant Adidas as kit supplier. Dryworld, which describes itself as ‘the world’s leading independent sports brand’, has developed its Dryskyn fabric specifically for Fluminense and the humid climates of Brazil.
The five-year-deal is worth €3 million per annum, a steady increase on the €1 million per annum base Adidas forked out in the past. The German manufacturer paid royalties for sales and bonuses for sporting success.
“The launch of Dryworld in Brazil is the first and most important step toward leveraging our brand in the global market, while we bring a new quality and innovation for the Brazilian market,” co-founder of Dryworld Matt Weingart said.
For Dryworld the deal represents a first outside of North America with the onus of having to navigate a tricky Brazilian market.
Brazil’s domestic season starts at the end of this month with the state leagues.
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