Erling Haaland has signed a major sponsorship deal with Nike that puts him alongside world superstars Kylian Mbappe, Kevin De Bruyne Leah Williamson and Alexia Putellas. His previous Nike deal ended in January 2022 and fellow sportswear giants Puma and Adidas were keen to get him on-board.
The 22-year-old, who has broken Premier League football this season with unprecedented levels of goalscoring, has become a global sensation since joining Borussia Dortmund and now has the commercial deal to match that. The US-based company say that his 'unprecedented rise through European club football' has helped put 'his stamp on the future of the game'
In England he is alongside some of the best young players in the world including Arsenal's Bukayo Saka, who has a hot new boot sponsor of his own to boast. The Hale End academy graduate is one of the few that can rival Haaland's performances this season.
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Off the back of his stunning displays for both club and country, Saka had a first signature boot with New Balance released earlier this year. The Furon v7s are typically Arsenal red but also sport the words 'unity' and 'progress' on the boot. Just like the player wearing them, the sharp footwear stand out on the pitch.
It is far from the only big-money marketing deal with Nike, the Premier League or London's football clubs though. Haaland still has some way to go to match NBA legend LeBron James. The LA Lakers star has a staggering lifetime contract with the organisation.
James' first deal with Nike came 20-years ago, worth $90m for the 18-year-old. That has majorly paid off though with sales figures of his world famous shoes bringing in over $340m in the year before he signed the lifetime deal in 2015.
His pre-tax earnings throughout his career total more than $1bn with Forbes valuing him at around $850m. It is said that the lifetime deal brings him in $32m annually. He already has a stake in Liverpool too. In short, there's a long way for footballers to go to even get close to this level.
Elsewhere, Chelsea and USMNT star Christian Pulisic shrugged off a deal for Nike in 2021, instead chosing to partner up with Puma - another competitor for Haaland's image. The American joined Puma with a promise from both player and company to support charitable endeavors off the pitch.
He told the Daily Mail: “I just want to ensure every boy, girl of every race and ability can play and enjoy the game. It just seems a simple thing to help people. Anyone who loves soccer should be able to play.
“We have a platform in sports and if something is truly meaningful, you can really help to open people’s eyes and make changes. What I love about Puma is they share my passion and my goal to support youth soccer in America and to help the next generation to chase their dreams.”
He also added: “'In many ways, it was a no-brainer for me to join Puma. Their technical innovations revolve around speed, which is one of my biggest weapons.
“It’s an honour to follow in the footsteps of some of the greatest players to have ever played the game, Pele, Maradona, and Johan Cruyff who wore their boots.”
At the time, Johan Adamsson, Puma’s Global Sports Marketing Director said: “Christian’s journey has been incredible and has really paved the way for so many young American players who dream of playing in Europe for the world’s biggest clubs.
“Not only have we signed an amazing talent, but a fantastic person off the pitch who wants to continue to grow soccer in America, a goal Puma has committed to support.”
Pulisic is still wearing their boots to this day and promoted the latest boots on Thursday, posing with the mint green design in a post for Twitter and Instagram.
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