Bolton Wanderers leave quarter-century-old Reebok partnership in Macron deal

Giuseppe Bellini

Like a number of other clubs in England and specifically in the Football League, Bolton Wanderers have officially announced Macron as their new kit providers, taking over from adidas who, in turn, took over from Reebok. It's a monumental switch for the Trotters because they had been associated with Reebok in one way or another since 1990 with the company having been a shirt sponsor, kit manufacturer, and stadium name holder.

All of those things are no more with the Reebok shirt sponsorship having been gone for a few years now and the shirts having been manufactured by adidas for the last two. Despite those changes, the Reebok Stadium name remained. From the start of next season, that will be no more as fans will have to get used to calling their home ground the "Macron Stadium." In addition to that, as part of an initial four year deal, Macron will supply kits, training, and leisure wear for Bolton Wanderers and the club's fans.

Speaking about the deal, Bolton chairman Phil Gartside said:

"This is an extremely exciting and beneficial deal for our club. We will be proud to carry the Macron brand on our stadium and official merchandise for the coming seasons. We have been very impressed with their passion for football and their ideas to grow our partnership.

"Macron will bring a new range of kit and training wear for our players and supporters that will launch later in the summer. They are an ambitious and innovative company and we are looking forward to becoming one of their flagship clubs.

"I would also like to take this opportunity to place on record our thanks to Reebok and the rest of the Adidas Group for their continued support over the years."

Macron CEO Gianluca Pavanello added:

"We are very proud to start this relationship with such a prestigious club as Bolton Wanderers. Macron wishes to be associated with top clubs where the company's principles of high quality customised products can be further demonstrated.

"We feel with this bold move of becoming a stadium naming rights partner we have been able to consolidate Macron's brand as a major player in the European sponsorship market.

"We are proud to welcome Bolton Wanderers to the Macron family and are now working closely together in order to create a unique collection for next season that we believe will be appreciated by the Bolton fans."

The new shirts will make their debut in the months leading up to the new season. For more Bolton Wanderers news and reaction, be sure to stop by the Lion of Vienna Suite.

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