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Avid Scotland fans keep adidas on board

The Scottish Football Association has renewed its official kit supplier with German sportswear giant adidas and signed up sports retailer JD as its new exclusive retail partner, both until the end of 2022.

The renewal with adidas will buoy the federation and the national team, which has failed to qualify for a single World Cup or European Championships since adidas first signed up in 2010.

The launch, this season, of the Nations League may create more loyalty among European kit suppliers, but Scotland’s passionate fanbase remains the SFA’s most-valuable asset.

The Scotland Supporters Club is the largest paid-for membership in European international football with more than 30,000 fans supporting the national team.

The JD deal can also be seen in the context of fan avidity.

As the exclusive retail partner, JD will sell official match wear, training wear and Scotland-branded gifts from 35 stores within Scotland, including Glasgow and Edinburgh airports, as well as online.