Feyenoord Rotterdam - Sponsorships

Sponsorships

As of the 1981–82 Eredivisie season the KNVB allowed the teams participating in the league to use sponsor names on their shirts in exchange for money. At the time Feyenoord's shirts were produced by Adidas and the first main sponsor became the Dutch Yellow Pages called Gouden Gids. In the second half of the 1982–83 season Adidas were replaced by Puma as the shirt supplier. As a result the Gouden Gids name was enlarged and was more visible on the shirts. Gouden Gids sponsored the team until 1984, when Opel became the new sponsor. The deal between Feyenoord and Opel lasted until 1989, but in 1987 Puma no longer produced the shirts, but Hummel International. In 1989 Hummel produced the shirts sponsored by HCS. Adidas came back to the club in 1990, at the time that HCS got into big financial troubles and got bankrupt and was unable to sponsor Feyenoord any longer. Where HCS left Adidas stayed and the new main sponsor became Stad Rotterdam Verzekeringen. This turned out to be a longterm deal as they were Feyenoord's main sponsor until 2004, when it was overtaken by Fortis. Since that time Fortis is the club's sponsor and the current contract was extended to 2009 with an option of three more seasons on 18 January 2007, the day before Feyenoord was excluded from the UEFA Cup 2006-07. Feyenoord's kits produced by Kappa, which replaced Adidas in 2000. Feyenoord's contract with Kappa ended after the 2008/09 season. After that season, Puma produces Feyenoord's kits. When Fortis faced near bankruptcy, its assets were divided among several companies. The same insurance branch that sponsored Feyenoord before became ASR. To help with their brand recognition they decided to continue Fortis former sponsor obligations. In 2011 they announced that they would stop their sponsorship deal in the season 2012/2013. Due to economic recession Feyenoord had trouble finding a new shirt sponsor. Because of this Feyenoord and ASR reached a compromise. ASR would remain sponsor for one more season, giving Feyenoord the time it needs to find a suitable candidate.

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